In this article you will learn what Customer Experience (CX) is, why is it important and examples to improve the experience you offer inside and outside your organization.
Who are your customers? What are their needs? What is the right channel to inform them about your offers, products and services? How can you create positive experiences and maintain the relationship with the client in the long term?
You should be able to answer each of the above questions since they are critical for the customer experience of your organization.
The long-term success of your business is only possible with satisfied customers. That is why today, in addition to knowing what Customer Experience is, you will discover the best methods to keep this indicator at the most optimal levels to ensure your business success.
Customer Experience is one of the most important aspects of your company. Poor service from your employees can turn away customers and lead to bad reviews.
Just as customer service is important, there is a metric that is equally vital for your business: Customer Experience.
Measuring the experience and focusing on improvement is an essential step in increasing brand loyalty and retention.
Use this guide on Customer Experience to understand and learn how you can use feedback surveys and start creating a positive experience for your customers.
Before starting the guide, we will define what Customer Experience is. So, if you want to know more, continue reading.
Customer Experience is what a customer thinks of your brand based on the relationship they have with each other. Although the Customer Experience is a simple concept, it has complex implications.
Customer Experience includes every interaction that consumers have with your brand. Your customers use these interactions to form perceptions and opinions about your products, services and the brand in general.
Let's say you have a favorite brand of bread. You enjoy this brand's bread because the product tastes good, the company is charitable, and the price is affordable. The customer experience with the brand has been good, leaving you with a positive thought.
On the other hand, you may have tried another brand's bread in the past. You found out that this brand has high prices and unethical business practices, and that the bread itself doesn't taste great either. Thanks to poor customer experience, this brand lost you as a customer, and you are likely to tell your friends and family to avoid buying it.
This is the process of managing the points of contact between your brand. Good Customer Experience Management (CXM) personalizes interactions for each audience. Your goal should be to make every one of your customers feel important and valued.
If you like this article about Customer Experience, you might be interested in reading types of surveys in customer experience management.
As a business owner, you know it’s vital to increase sales or customer acquisitions. However, when you focus solely on sales metrics and pinpointed data, you risk losing ground in the overall success of your brand.
By focusing on the entire customer experience, you build relationships with customers. This ultimately leads to your goals of increased sales and acquisitions, as well as other benefits.
As you learn how to improve customer experience, remember that a good customer experience usually helps:
Sending surveys to customers is one of the easiest and most efficient ways to monitor customer experience. Customer feedback surveys let you capture a large amount of data without the added cost of running in-person interviews or focus groups.
Reasons you should be measuring customer experience with surveys include:
Surveys are one of the research tools to get to know customers and measure their customer experience.
Once you know how your customers perceive your brand, you can start building a CXM plan and focus on how to improve customer experience. The following type of questions are just a few examples of measuring your customer experience:
Net promoter score (NPS) is a single question that helps quantify a customer’s brand loyalty. It also identifies your brand’s advocates. The question asks respondents to rate how likely they are to recommend a brand to friends and family. An NPS survey uses a scale of 0-10, with zero being Very Unlikely to recommend your brand and 10 being Very Likely to recommend your brand.
Customers are categorized depending on their answers. Customers who are likely to recommend your products rated a 9 or 10. These customers are known as Promoters. Those who answered with a 7 or 8 are considered Passive customers. Passive customers usually have a good experience, but not enough to actively promote your business. Finally, scores between 0-6 come from Detractors. Detractors did not have a good experience and, depending on their experience, may recommend that family and friends stay away.
You can customize when you use NPS to maximize its effectiveness. For example, send out an NPS question right after a customer makes a purchase, as it’s a good starting point to help measure brand loyalty and identify your advocates.
The customer satisfaction metric (CSAT) looks at the overall feel a customer has for a brand, product, or service.
Most CSAT questions ask a customer to rate their experience after a specific event, such as a transaction. For example, you own a restaurant and want to know how your waitstaff is performing. You send diners a survey right after their visit and ask them to rate their satisfaction with customer service.
The answers for a CSAT question range from Extremely Unsatisfied to Extremely Satisfied. This data helps you understand where customers are having the best and worst experiences throughout their journeys.
To continue with the restaurant example, if your CSAT scores dip when customers are asked about their satisfaction with your waitstaff, you can use this information to help build customer service training for your waitstaff.
Like CSAT, Customer Effort Score (CES) measures the satisfaction of your customers, or more specifically the ease of completing a transaction with your brand.
This could include how easy it was to make a purchase, resolve a customer service issue, or even navigate your website.
Generally, the more effort a customer has to make to resolve an issue, the more likely they are to shop somewhere else next time. However, less effort doesn’t always lead to higher loyalty. This means you should strive to make transactions easy for your customers, but you’ll need to go above and beyond to create a customer experience that increases loyalty.
Adding open-ended questions to your customer experience surveys gives your customers the opportunity to expand on their opinions. Many businesses find that an open-ended question after a customer experience rating helps them pinpoint areas of improvement.
In the restaurant example, you ask customers to rate their experience with the waitstaff. You then ask a follow-up, open-ended question asking them to explain their rating. You learn that many customers feel service was not prompt enough. You can then work with your team to improve efficiency while serving customers.
Question types aren’t the only important part of a customer experience survey. You need to be able to analyze the data you collect. Choose a survey platform that offers analytics reporting and the ability to share reports and data. Report sharing allows you to communicate with other decision-makers and team members to showcase the findings of your surveys.
With a better understanding of customer experience, it’s time to look at how to improve customer experience. A great advantage of customer experience is that you often don’t need to invest a lot of money or overhaul your business systems to improve it. You simply need to take a customer-first approach to run your business.
If you want to offer great customer experiences, try QuestionPro CX for 10 days (free) and find out how it feels like to have everything in one place: extensive toolbox set, survey creation, deployment, flexible dashboards, closed-loop feedback, data segmentation, and more!
QuestionPro CX offers actionable data to help you manage customer experience. Take a live demo of the QuestionPro customer experience management platform and have a 360-degree view of your customers' interactions with your business.