What is Customer Experience?
Customer Experience does not start or finish when a consumer buys your product.
Customer Experience (CX) is the collective effect of every interaction between brand and customer over the course of the relationship. Customer experience is subjective and encompasses how a customer feels about their interaction with the brand.
The positive feelings a consumer has about the brand experience its interactions with the company all equal an effective CX, whether the interaction happens on a social media page, a website, over the phone, in person at a retail outlet, when using the product offering or while thinking about the product experience.
CX is the total of the entire experience of each customer from end-to-end, it includes every touch point on your website, every social media interaction the feeling left from interacting with your website, the offline experience, and in person interaction. CX covers a large real estate area, and brands need to be conscious of this fact.
Optimizing CX, on the other hand, is not an impossible task. It does require a concerted effort.
Keep in mind: CX is the total of particular, concrete, controllable occurrences with your consumer.
The knowledge of exactly when and how your customers interact with your brand, right? If not, there are measurement apps available that can do this easily.
Customer Success is a byproduct of the Customer Experience
It is well documented that successful customers:
- Spend more money with your business
- Are highly likely to purchase additional products and services
- Are brand influencers who lower the Cost to Acquire new Customers (CAC)
Customer evangelism (aka. brand advocacy, influencer marketing), is the most effective benefit of Customer Success and this one that leads to spending less on acquisition efforts and that drives more customers to your business.
When a company understands what success means to your customers, then ensures they receive what they need to achieve it, customers respond by word of mouth marketing and in social media channels – on Facebook, on Twitter, Yelp reviews, Linkedin, and in person. They become not just your fans, but your best salespeople, helping your company grow and excel.
Brand influencers or customer evangelists are not just your fans, but the best salespeople, helping your company grow and excel.
Customer evangelists are your brand extension and are a great source for market research.
But how do you start a customer success program from scratch?
First, let’s start with what customer success is because any time a term becomes a “buzzword,” it tends to lose its original meaning.
Customer Success is knowing the following about your customers:
- What they want, what they need, and how to bridge the gap between what your product does and the customer’s desired outcome.
- When new clients tend to get stuck, where they drop out, and an efficient onboarding process can almost eliminate this issue — however, consumer evangelists can help new users get over those hurdles instead of leaving the brand or churning.
- Does the product work well for the customers? Where or when they stop using it. What problem were they trying to solve that they were unable to — and don’t.
- Growth opportunities — when the customer will benefit from using more of the product, or an additional feature. When would it serve their interests to upgrade?
Customer Success is Who covers the What, Where, How and When.
The question then becomes, how do you implement this at your company to deliver the optimal outcome for your customers?
Interested in discussing how Carol can assist you?