One of the biggest challenges for companies is being able to offer the best experiences at all their contact points, whether online or offline.
Luckily, there are many strategies and tools that can help you increase satisfaction and maintain brand consistency across all interactions.
In this article, I'm going to show you the steps you need to take to start improving it today.
We'll look at the mistakes you should avoid when managing the customer experience, and I'll also show you some examples of well-known brands that strive to offer a memorable customer experience.
What is customer experience ?
Customer experience ( CX ) is the overall perception that a customer has of a brand based on all the interactions they have had with it over time.
Whether it is because they visit the e-commerce site, contact customer service, interact on social media, by email or in the physical store, the experience must always be satisfactory. Likewise, the user must perceive that they are dealing with a coherent and consistent brand.
How many times have you received terrible service through one channel, but the experience through another has been great? Or have you found an e-commerce site that doesn't convey the same message as its physical store, and vice versa?
These things happen very often, but it's not going to happen to you, that's what we're here for.
Two key concepts to work on your customers' experience
Before you continue, you have some homework. In the CX universe, there are two basic concepts that you should know and work on.
Buyer persona
The buyer persona is a detailed, semi-fictional representation of your ideal client.
Here you will need to define not only the demographic and socioeconomic information of your ideal target, but also their habits, concerns and motivations. And if you want to “raise your grade”, complete the “drawing” with an empathy map . This map delves into the customer’s feelings: what they think, feel, see, hear, say and do. By putting yourself in their shoes, you will better understand their needs and expectations, and focus your strategies correctly.
Customer journey
The customer journey describes the entire journey a customer takes from learning about a brand to making a purchase.
This journey includes all the interactions and experiences that the customer has with your brand across different touchpoints: from initial research, through the purchase decision, to post-sale and support.
The goal of defining the customer journey is to improve the customer experience at each stage, detect frictions and optimize the journey.
The three pillars of CX
We now have the basic materials to begin building the three pillars of a memorable canada whatsapp number data customer experience.
Customer centric
Putting the customer at the center of all your business strategies and decisions is an unavoidable fact if you seek to provide a positive experience throughout all interactions.
This means knowing your buyer persona perfectly, their needs, desires and expectations, in order to offer them personalized solutions that provide value. Deloitte has shown how customer-centric companies are 60% more profitable than those that are not.
Branding
Branding is the strategy with which you build your brand and fill it with meaning for your audience.
It is everything that makes your company unique, distinguishes it from your competitors and creates an emotional connection with consumers at every point of contact or touchpoint to ultimately influence their purchasing decisions.
According to some studies , satisfied customers who are fully connected to a brand are 52% more valuable than those who are not.
That is, they buy more frequently, are less sensitive to price, and recommend you to their acquaintances, family and friends.
