Customer Experience, or customer experience , is a term that is increasingly popular and is being widely used in various segments.
It represents a process that is extremely important and that aims to guarantee more visibility and space for brands considering the experience they provide to customers , after all, companies have increasingly realized the importance of focusing on the user.
It's not just a product or service that guarantees an organization's success; a good relationship with those who buy/hire it is essential to maintain a prominent position in the market.
What have you and your company been doing to improve your customer relationships? Is Customer Experience already a hot topic? Check out this post what this approach can do for your business!
What is Customer Experience?
Customer Experience is the set of interactions that occur throughout the customer journey and has the main objective of meeting the needs and desires of consumers .
Any interaction with customers should focus on a memorable and easy-to-use experience , regardless of the channel you're using.
A study conducted in the US showed that for every negative experience, 12 new positive ones are needed to repair the damage to the consumer.
It seems absurd, doesn't it? But that's exactly what happens. Positive experiences accumulate and gradually win over customers, while negative ones leave their mark and drive them away.
Customer Experience must be guided by three pillars: effort, emotion and success .
The first pillar is to reduce customer effort during interactions with brands. Customer needs must be quickly resolved through any channel they choose.
Emotion is about creating a bond between the customer and the brand, generating positive memories of your organization. It's important that, when thinking about positive experiences, your company's name is mentioned and shared spontaneously.
Ultimately, success is about the customer achieving their goals by interacting with the brand and being surprised, even receiving more than they need.
To follow these pillars, it is important to recognize that Customer Experience is based on multiple interactions throughout the consumer journey.
How to implement Customer Experience?
To begin implementing a Customer Experience team or starting this process in your company, you need to understand some important steps.
Create a culture within the company
The first step to being ready to offer an above-average experience is to create this culture within the organization.
Everyone involved in the processes needs to understand and value the importance of customer focus and their interaction with the brand.
Establish this culture within the company so that it can be disseminated among employees.
Additionally, constantly train your team so they are able to deal with a wide range of customer incidents.
Know your customers
To know how to treat your customers, you need to know them. Identify the various profiles served in your segment and understand their demands .
It's interesting to create personas, which are fictional representations of your business's customers.
Because it's based on real data about behaviors, characteristics, goals, and more, this persona provides a great foundation for creating Customer Experience strategies to address different customer profiles.
Provide quick and relevant responses
If the company is willing to create different contact channels, it needs to know how to use them quickly and efficiently .
There's no point in having email , social media, website chat , and SMS, for example, and focusing on responding through just one channel, forcing the customer to look for different ways to contact you, right?
Be able to offer quick responses, even through automated responses, to show the customer that they can expect their question to be answered quickly.
Of course, it's difficult to be available 24/7, so it's worth helping customers find answers in other ways, such as through frequently asked questions pages or video tutorials about the product or service.
Listen to the customer
After creating several strategies and touchpoints, there's nothing better than understanding with the customer whether, in fact, your company is offering a good experience.
Ask automated questions and surveys after the service and gather feedback . This helps you understand what's pleasing and what's not, serving as a guide for organizational improvements .
It's also important to provide a specific channel for customers to submit feedback and suggestions, but don't expect a response from that channel alone. Seek out public input!
Why is it worth implementing Customer Experience?
To implement a new system or department in a company, it needs to be advantageous and provide new directions for the business , right? Therefore, we've outlined some benefits of Customer Experience for the organization.
Increases credibility and competitiveness
The more positive a customer's perception of a brand is, the more likely they are to trust and share this positive image with those close to them.
In addition to increasing your word-of-mouth marketing it adds reliability to your image in the market .
Having Customer Experience also guarantees a differentiator, increasing market competitiveness. After all, focusing only on the product and forgetting about the customer is an outdated method.
Connects the company's communication channels
A problem in many companies is that each channel offers different services and resolutions, which doesn't please the public.
By having a Customer Experience process, this is easily resolved, as all communication channels will be integrated , offering an identity and serving as a complement to interaction with the public.
Increase sales
By having good experiences with your company, the customer is more likely to make purchases again and even recommend your service to others , increasing your organization's sales.
Furthermore, by having satisfied customers, there is a reduction in the churn rate , the rate that represents customers who cancel services.
Help in strategic decision making
Once a Customer Experience is working across multiple channels, a lot of information is collected, which generates an important data source .
This makes it possible to analyze customer profiles, their pain points, questions, and resolution methods, and make new strategic decisions to strengthen the business.
Conclusion
Investing in Customer Experience is very valuable for your organization and, especially, for your customers .
Putting the customer at the center of your business is highly valued, so ensuring they have a good experience when interacting with your brand is extremely important.
There's nothing better than hearing customers speak highly of your service and quick problem resolution, right?
How have you been serving your customers across various channels? After learning a little more about the topic, do you think it's time to implement this process?
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