What is customer experience and why does it matter?

Think about the last time you had a great time as a customer and how that left you with a super positive feeling. And also think about the last time you had a bad customer experience and how that left you with a super negative feeling. In this article we are going to talk about what customer experience is, how you can measure it and how to manage it.

1. What is customer experience?

Customer experience is about how customers perceive a brand as a whole, throughout the entire buying process. That experience affects how they view the brand and impacts the bottom line, such as revenue.

The two main touch points that contribute to the customer experience are interactions with staff and the products offered.

Are you impressed with product performance, and are you happy with the attention you receive from a customer service representative in resolving your issues? These are general examples of factors that influence the creation of a positive customer experience.

2. What is the importance?

Having an exceptional customer experience is key to the continued growth of any business. A positive customer experience fosters loyalty, helps retain customers and promotes brand advocacy.

Today, customers have the power in their hands, not marketers. How did they get this power? Thanks to us: thanks to the Internet.

Customers have a wide range of choices available at their fingertips, as well as the resources they need to educate themselves and make purchases on their own.

That’s why it’s so important to deliver an outstanding experience that makes customers want to continue doing business with you. Customers are your best asset for increasing brand recognition.

So how can you evaluate your customers’ experience to determine what you’re doing well and where you can improve?

Experiencia de cliente

3. How to measure customer experience?

3.1. Analyze results of satisfaction surveys

An excellent way to measure customer experience is Net Promoter Score or NPS . This measures how likely your customers are to promote you to their friends, family and colleagues based on their experiences with your company.

Read more about NPS: Complete Guide to Net Promoter Score

When measuring NPS, consider aggregate data from all teams. Since multiple teams affect the overall customer experience, you’ll need a clear picture of performance, and that comes from multiple data points.

For example, what is the NPS for in-product usage? What is the NPS for customer service teams through communication channels (phone, email, chat, etc.)? What is the NPS for sales? What is the NPS for attending a marketing webinar? Analyzing NPS from multiple touch points throughout the customer journey will tell you what you need to improve and where you are already delivering a great experience, while showing customers that you are listening to them and care about what they have to say.

3.2. Identifies the rate and reasons for customer churn

Turnover happens: it’s part of doing business. But it’s important that you learn when it happens so you can prevent it from happening again. You need to conduct regular analysis of churners so you can determine whether your churn rate is increasing or decreasing, the reasons for churn, and the actions your team can take in the future to avoid a similar situation.

3.3. Asks customers for product or feature requests

Create a space where your customers can request new products or features that make your offerings more useful and effective for the problems they are trying to solve.

Whether through email surveys, social media or a community page, give customers the opportunity to proactively offer suggestions. This doesn’t mean you have to implement every suggestion you receive, but if there are recurring trends, it may be worth investing time in them.

Encuesta para experiencia de cliente

3.4. Analyze trends in customer service tickets.

It is also important to analyze the customer service tickets that your support representatives work to resolve on a daily basis. If you find recurring problems among the tickets, investigate the possible causes and how you can provide solutions in all areas. This will allow you to reduce the overall number of tickets reps receive while providing a streamlined and enjoyable experience for customers.

4. What is customer experience management?

Customer experience management (CXM) refers to how you survey, analyze and improve customer interactions with your company. CXM focuses on monitoring customer touch points and evaluating how you can improve the experience at each of them.

Customer experience management is essential to your customer service strategy, as it demonstrates a clear dedication to meeting customer needs. By monitoring and improving the different touch points throughout the customer journey, your company will be able to consistently deliver greater value to users.

This is relevant for both new and existing customers. New users expect quick results to support their recent purchase. However, if no additional value is added over time, these customers may lose interest and look elsewhere for benefits. CXM takes care of these customers by offering programs and features that prevent potential churn.

5. How to make a great customer experience?

To create an exceptional customer experience, it is important to follow a few key steps. First, you must map the customer journey, identifying each touch point and understanding how to make them a positive experience. In addition, it is helpful to create buyer personas to better understand your customers’ needs and wants.

Establishing a positive connection with customers is critical. This involves facilitating interactions, such as offering easy and convenient return options.

In addition, it is essential to solicit feedback from your customers and act accordingly. Listen to their opinions and suggestions to identify areas for improvement and make the necessary changes. By creating useful and relevant content, you can add additional value to the customer experience.

Finally, building a community around your brand is beneficial. Stay in touch with your audience, whether through social media, email or other communication channels. The more you are involved with your customers, the more you can tailor and improve the customer experience.

By following these steps, you will be on your way to creating an exceptional experience for your customers.

Mejorar la experiencia de cliente

6. Create a remarkable customer experience

Finding the important moments when you interact with your customers, collecting their feedback to improve those experiences and analyzing trends will allow you to improve the perception that customers have of your company and ensure that they continue to recommend it to their loved ones.

We hope this article has helped you clear up some doubts about what customer experience is and how you can improve it for your business.

Remember, to improve your online presence and stand out on Google and Google Maps, having a review and customer experience management strategy can make all the difference. You can count on RAY, a comprehensive solution that can help you improve your Google reviews, rank high in search results and provide an exceptional customer experience.

7. Keep learning with these articles

Hopefully, by now you have a solid understanding of how to improve your customer experience, you can continue reading more articles that will help your brand or business in our Blog.

Simón González

Content Hub Creator