Defining the customer experience is simply what a customer thinks of your brand based on the relationship they have with each other. Every time a customer interacts with your business, it is based on their existing opinion. That is why today we will know what the 5 pillars of the customer experience are so that you can implement them now!
Although the customer experience is a simple concept, it has complex implications.
Let’s say you have a favorite brand of bread. You enjoy this brand’s bread because the product tastes good, the company is charitable, and the price is affordable. The customer experience with the brand has been good, leaving you with a positive customer experience.
On the other hand, you may have tried another brand’s bread in the past and liked it. You found out that this brand has high prices and unethical business practices, and that the bread doesn’t taste that good. Thanks to bad customer experience, this brand lost its business, and you’re likely telling your friends and family to avoid buying it.
Customer experience encompasses every interaction a customer has with your brand. Your customers use these interactions to form perceptions and opinions about your products, services and the brand in general.
Measuring the customer experience and focusing on improvement is an essential step in increasing brand loyalty and customer retention. Use this customer experience guide to understand and learn how you can use customer opinion polls to create a positive customer experience.
What is customer experience management?
The process of managing the touch points between your brand and your customers is Customer Experience Management (CXM).
Good customer experience management personalizes interactions for each audience. Your goal should be to make each of your customers feel important and valued.
“One customer well taken care of could be more valuable than $10,000 worth of advertising.”
Benefits of a positive customer experience
As a business owner, you know that increasing sales or customer acquisition is vital. However, when you focus solely on accurate data and sales metrics, you risk losing ground in the overall success of your brand.
By focusing on the entire customer experience, customer relationships are built. This ultimately leads to increased sales and acquisitions, as well as other benefits.
As you learn to improve the customer experience, remember that a good customer experience often helps:
Increase brand loyalty: High-quality customer experiences lead to a higher level of customer loyalty. Today’s customers have many options, so you have to find a way to make your brand their best choice. Building a positive and trusting relationship with customers keeps them coming back to your brand instead of choosing a competitor.
Reduce customer churn: Customer churn occurs when an existing customer no longer interacts with your business. This customer has stopped buying your product and has also ended their relationship with your business. A high customer churn rate means that you have a lot of customers who stop communicating with your company.
Since it’s much less expensive and easier to keep existing customers than to find new ones, reducing customer churn is important to your success. Address the needs and wants of your customers to give them a great experience. This will lead to them remaining your customers.
Create brand advocates: Your brand advocates are part of your loyal customer base. However, brand advocates take brand loyalty to the next level. In addition to buying your products or using your services, advocates are in charge of telling their family, friends, and acquaintances about your business. Word of mouth marketing is still one of the most effective strategies out there, so it pays to go the extra mile and create a new advocate.
Address customer concerns: Your business will face a negative reaction at some point. What you do with that feedback is important to the future of your brand. Part of the customer experience is dealing with negative feedback after a customer has an interaction that falls short of expectations.
When you build relationships with customers, they are more likely to send their concerns to you directly rather than publicly. If a customer has a poor experience and gives you direct feedback, you can use it to improve the experience in the next interaction. Measuring customer experience also allows you to anticipate concerns your customers may have so you can address issues before they occur.