Customer experience (CX) is the sum total of customers' perceptions and feelings resulting from interactions with a brand's products and services. Customer experience spans the lifetime of customers' relationships with a brand, starting before a purchase is made, continuing to active use and advancing to renewal or repeat purchase. Show
Any brand with customers provides customer experience, whether the brand realizes it or not. As the term implies, customer experience is based on the perceptions and opinions of customers. A brand may claim to sell a superior product or provide outstanding customer service, but customers are the ultimate arbiter. Customer experience can be hard for brands to control, because customers can act, respond and react in unpredictable ways. The best approach for brands is to assess and optimize each customer touchpoint to maximize the likelihood of customer satisfaction. How customer experience worksCustomer experience encompasses all of the touchpoints that customers have with a brand. Examples of touchpoints include opening a product's packaging, reading the instruction manual, speaking to customer service, having the product repaired and exchanging the product for a different model. Customers experience feelings and emotions at each touchpoint, which causes them to form judgments. Feelings can range from joy to apathy to disappointment. Judgments can range from positive, such as viewing the company as helpful when a customer is efficiently assisted, to negative, such as seeing the company as incompetent when dealing with slow and frustrating customer service. The emotions and judgments can vary wildly from one touchpoint to the next. Importance of customer experienceBrands must provide a customer experience that meets or exceeds customer expectations. Brands that provide a poor customer experience will not survive. Providing excellent customer experience results in satisfied and loyal customers who will purchase again. These customers may also become brand ambassadors or advocates, recommending a brand's products and services to friends, associates and colleagues. Many brands use customer experience as a competitive advantage, taking market share by providing a superior customer experience compared to competitors. Customer experience vs. customer serviceCustomer experience and customer service are similar, related terms, but they are not interchangeable. Customer service is a facet of customer experience, but customer experience refers to a broader spectrum of the customer journey. Customer experience describes the emotions, judgments and reactions that a customer has throughout every step of the process -- from researching the product to making the purchase and even beyond, such as reviewing the product and service and potentially recommending it to others. Customer service, on the other hand, is limited to the interactions that a customer has with a business's employees -- often customer support representatives -- before and after a purchase. These interactions can occur through communication channels such as live chat, social media, phone calls, chatbots and email. Customer service can focus on helping a customer choose the right product and troubleshoot problems. Customer experience managementCompanies can use processes to track, oversee and organize customer touchpoints through customer experience management (CEM). With CEM, the organization can evaluate and improve every interaction between a customer and the company throughout the customer lifecycle. In a small business, such as a bakery, produce market or dry cleaner, only a few individuals provide the customer experience. In larger companies that sell complex products and services, numerous groups and departments may contribute to providing the customer experience. Whether the customer interaction is direct or indirect, every group plays a role in customer experience. Sales and customer support interact directly with customers, while engineering, marketing, finance and legal create products, services and processes that affect and influence customers. For more complex products, excellent customer service requires close coordination across groups. For example, sales and customer support shares customer feedback to engineering, which creates a new feature to address a product deficiency. Engineering coordinates with marketing to communicate the new feature to the market. Without such coordination, the product deficiency may not have been addressed, which leads to a poor customer experience.
Examples of good CXA positive customer experience often revolves around listening to customer feedback to understand and respond to customer needs. CX strategies and examples include:
Causes of bad CXThe quality of a customer's experience can make or break a company. Take this example: A brand may sell an innovative product that wins industry awards. However, the customer service they provide is a weak link; when customers ask for assistance, the requests fall on deaf ears and customers' issues go unresolved. In this example, the poor quality of customer service defines the customer experience, minimizing the value that the innovative product delivers. CX strategies can fail due to a variety of factors, such as:
Measuring customer experienceThere are a variety of metrics to measure customer experience. These include:
Customer experience management vendors and toolsIt can be helpful for brands to assess the customer experience they provide through CEM. Companies can use several techniques and technologies, including:
This was last updated in July 2020 Continue Reading About customer experience (CX)
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What is the benefit or satisfaction received from using a good or service?In economics, utility is a term used to determine the worth or value of a good or service. More specifically, utility is the total satisfaction or benefit derived from consuming a good or service. Economic theories based on rational choice usually assume that consumers will strive to maximize their utility.
What is the satisfaction received from using one more unit of a good or service?Marginal utility is the added satisfaction a consumer gets from having one more unit of a good or service. The concept of marginal utility is used by economists to determine how much of an item consumers are willing to purchase.
What is the term for a desire to have some good or service and the ability to pay for it?Demand is the consumers' desire and willingness to pay for a product or service at a given price and time. The demand curve and supply curve will determine the equilibrium price and quantity.
What do you mean by utility?Utility refers to the comprehensive benefits obtained from consuming an item or service. This sums up the utility definition. Consumers would typically aim to maximise their utility based on rational choice based on economic models.
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