Customers are crucial when it comes to building your brand and making your company a success. Without them, your business would not be sustainable, so there are a few factors to consider to ensure you’re giving your target audience the experience that they need and deserve. Customer experience is different to customer service and refers to the overall experience your customers have, from researching your product or service to making the purchase, as well as help and aftercare. Many companies are using a CX consultant to give them the edge over their competitors! We’ll look at all you need to know about customer experience in 2022 below.
What is customer experience?
Customer experience refers to the way a customer feels when using a company’s products or services. Customer experience can refer to the customer service that your business provides its customers or how well the product or service performs. It can have a huge impact on the way current, and future customers interact with your products, and can often be difficult for businesses to control, as reactions and reviews can be unpredictable, but there are ways that you can measure and improve customer experience, which we will look at in more detail below.
Why is it important?
The experience that your business provides to your customers can make or break your brand, no matter which touchpoint you choose to look at. For example, if your business provides a great product, your customer is likely to be happy with what you are providing and excited about their new product or service. However, if they find that once they have made the purchase, that your business is hard to contact and unhelpful when it comes to queries, your customers are likely to get frustrated. This is why it is so important that you implement a great customer experience throughout your customer’s journey. A helpful, seamless experience means your customers are more likely to continue to use your product and can help you to build a loyal customer base, meaning success for your brand.
How does it differ from customer service?
You may be wondering how customer experience differs from customer service. The service you provide is only a small part of the entire customer journey, which is what we are referring to when we talk about customer experience. The experience refers to your customer’s journey, and how they feel from start to finish – from choosing your company to purchase from, reading reviews, placing an order, receiving the product, and the service that you provide along with the way. Customer service is simply based on how your company deals with customers, through face-to-face interaction, email, and messaging. The two go together, but they are not the same.
Measuring customer experience
Knowing how to measure your customer experience is essential, so you can use this to make improvements. One of the best ways to do this is through various types of reviews. One of the most popular is to ask your customers how likely they are to recommend your company to a friend, on a scale of 1-10. You could also ask for feedback on how you can improve, considering all the points that your customers give you as a way of creating a seamless experience in the future. Churn rate is also a great metric to help you find out whether your customers are coming back. You could use tools like CRM platforms and even a customer experience consultant to help your business improve on all levels.
How to improve
Knowing how to improve your overall customer experience is essential. As above, you should make sure you keep on top of following up with your customers. The best way to find out whether your company is providing a good experience is to ask your customers. Take note of any issues that crop up regularly and be sure to make improvements where necessary. Customer experience consultants can help you with your end-to-end experience by identifying where you may need to improve, and how you can improve what you’re offering your customers.