Customer experience is all about your customer’s interaction and experience with your company through their customer journey, from the very moment they get in contact with you to become a loyal customer.
The customer experience is an integral part of your CRM system and a positive experience that ensures all interactions are easy, enjoyable, and seamless results in a loyal and repeat customer. Still, to achieve that result, you must invest in the experience.
If a customer has a negative experience with your company, such as being treated poorly or ignored, they will probably stop doing business with you. Therefore, customer experience is of the utmost importance.
The customer is the reason you are in business in the first place, and therefore executives and managers should focus on retaining new customers and keep the existing ones. But even though customer experience is a top priority, most companies fail to deliver a customer experience perceived as pleasing to the actual customer, which, in part, is due to rising customer expectations. If their experience is exceptional at one company, they expect it to be just as good or even better at your company. Bad customer experience involves:
• Difficult purchasing processes
• Poor customer support
• Waiting too long on hold
• Ignoring customer feedback
So, what can companies do to avoid bad customer experience and make it a great one?
It is vital for a great customer experience to understand the entire customer journey and have a clear understanding of the whole experience back-to-back and how interactions are received through the whole journey.
Value for money, customer support, and product satisfaction, but an emotional connection sets companies apart, including brand identification, social responsibility, innovation, and trustworthiness. The best companies generate both value for money and an emotional connection, and in some cases, emotional connection is more important than value for money. How customers identify with a brand and how innovative they perceive it to allow for premium prices.
The pandemic drastically changed customer behavior and expectations, and companies were forced to change how they interact with customers. It is best to act now and not wait to get back to normal since this is the new normal. So, how do we transform our customer experience to fit in with the times? According to *McKinsey (2020), there are three building blocks:
Combining these three building blocks will give companies an advantage in their field and emerge on top after the pandemic.
McKinsey & Company. (2020) The three building blocks of successful customer-experience transformations ( https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights /the-three-building-blocks-of-successful-customerexperience-transformations) (2020-11-20)
Having a great customer experience is vital for consumers to become loyal and returning customers to your company. For a great customer experience, it is essential to understand the entire customer journey and how the experience is at every touchpoint.
The customer expectation changed once the pandemic started, and companies need to adapt to the customers’ new needs to have an advantage and stay on top of their field.
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