The true definition of customer experience
Customer experience has always played a major role in the success of a company. And that's not about to change!
According to a study by Zendesk In the survey on customer experience trends in 2021, 50% of consumers say they are now more demanding than before in this respect. Moreover, 50% of consumers say they are now more demanding than before in this area, and 50% of consumers say they will switch to the competition after a bad experience (even if it is the first time).
Also, 86% of consumers are willing to spend more if the customer experience is top notch! However, the question arises: what exactly is customer experience? It is often confused with customer relations, yet it has very specific characteristics. If you confuse these two concepts, you won't be able to get the full benefits.
So what is customer experience? How does it differ from customer relations? Here's everything you need to know!
What is customer experience?
Customer experience refers to all the perceptions and emotions resulting from interactions with a brand. It includes every action within the sales journey, however brief, and even if it does not result in a sale.
Its objective is to generate positive emotions before, during and after interactions with your brand. A poster in the metro, a visit to a website, the consultation of your Instagram profile, the reading of customer reviews on a specialised site, the downloading of your mobile application, the interaction with your chatbot...
All of these events, however different they may be, contribute to the consumer experience. To this end, all brands and companies offer a customer experience, whether they are aware of it or not.
What is the difference between customer experience and customer relationship?
Customer relationship management describes the way in which a company engages with its buyers to improve the experience. This includes providing answers to short-term obstacles and meeting a need at a moment's notice. In short, customer relations is about responding to a problem.
It starts when a buyer engages in a direct exchange with a brand (phone, email, social networks... whatever the channel).
The customer experience, on the other hand, integrates all the points of contact, even indirect, of the prospect with your company. It therefore encompasses the customer relationship.
What are the elements that make up the customer experience?
An experience is not always tangible, but the elements that create it are. To address the complexity of the customer experience, and to better understand this concept, let's look at its 6 main components:
1. The culture of the company
The culture of your company plays a big part in the experience you offer your customers. It shows up in your marketing materials, brand content and customer transactions. But that's not all! Company culture permeates your employees.
But when they communicate about your brand and with customers, they can positively and consistently influence the customer experience.
2. Products or services
Obviously, your products/services are part of the customer experience. They are at the very heart of the concept, since it is at the moment of purchase or subscription that the experience becomes truly tangible.
It is not enough to offer exceptional communication, with elaborate advertising or inclusive community management. Quality must remain present at the moment of purchase, in order to continue a positive experience.
3. Internal experience
Sales advisors customer service, partners, suppliers... all play a key role in delivering a consistent customer experience.
How you measure success, encourage employees to collaborate or compete, the opportunities you give them to develop, how they are empowered to make decisions to help the customer... All these elements influence the customer experience.
4. Emotional connection
Emotional connection greatly impacts the customer experience. Consumers have always made purchasing decisions based on their emotions. How do they feel when they see your ads? What feelings translate when they read your emails, content or visit your website?
If customers feel personally cared for, touched by your values, your words, they will have a positive perception of your brand. This will improve their experience.
5. Points of contact
Touch points refer to all the channels through which a customer experiences your brand. This can be during a demonstration of one of your products The more consistent they are with the information and connection habits of your shoppers, the more positive the customer experience will be.
6. The tools
The modern customer experience relies on technology to best drive services to consumers. CRM tools, customer service tools, community management tools or automation applications are essential to smooth the buying journey and thus optimise the customer experience.
Consumer expectations are higher than ever! Optimising thecustomer experience differentiates you from competitors and helps you gain market share. By focusing on improving this strategy, you will generate a positive impact on customer loyalty, better retention and increased revenue growth.
