A company that provides positive experiences generates loyalty, which in turn motivates customers to make frequent purchases, share their pleasant experience with others, and easily forgive a company when it faces shortcomings.
As customer loyalty strengthens, company to customer relationships result in increased profitability for your company. Customer experience, also known as CX, is your customers’ holistic perception of their experience with your business or brand.
CX is the result of every interaction a customer has with your business, from navigating the website to talking to customer service and receiving the product/service they bought from you.
Everything you do impacts your customers’ perception and their decision to keep coming back or not so the great customer experience is your key to success.
Delivering a great CX is hugely important for any business. The better experience customers have, the more repeat custom and positive reviews you’ll receive, while simultaneously reducing the friction of customer complaints and returns.
All business models can benefit from improving the CX: subscription businesses can increase retention and reduce churn, e-commerce marketplaces can increase repeat custom and reduce returns, and service industries can gain recommendations and reduce complaints.
In fact, we challenge you to think up a type of business that doesn’t benefit from providing a great customer experience.
We believe that putting customers first is always good for business!
In short, customer service is just one part of the whole customer experience.
As we mentioned, CX is a customer’s overall perception of your company, based on their interactions with it.
Comparatively, customer service refers to specific touchpoints within the experience where a customer requests and receives assistance or help, for example, calling an operator to request a refund or interacting via email with a service provider.
In other words: CX is larger than customer service. It includes every touchpoint a customer ever has with your company, whether it’s the moment they first hear about you in a blog post they found on Google, all the way through to the time they call your customer service team to complain about your product (and hopefully get a prompt response).
In short, good customer experience can be achieved if you:
It’s not rocket science: a good CX comes from asking your customers questions, listening to their responses, and actioning their feedback.
Bad CX is primarily caused by: