Customer Experience (CX)
Customer experience goes beyond the traditional realms of customer service or CRM. It focuses on the entire customer journey from initial awareness, through the purchase process and user experience to brand loyalty. It’s a view of your business from your customers’ perspective.
You need an independent, unbiased input to help your team to understand fully the customer experience. Once you understand it, you will be able to adapt your company and its activities better to the needs of your customers.
Contact Chris Coyne for an informal chat about customer journeys, customer feedback and CX audits.
Definition of Customer Experience
According to Gartner, customer experience management is “the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy”.
With so many means of engaging with customers at your disposal, consistency of communication is vital. Your brand/company persona must remain constant and on-message at all times. How can you be sure of this, unless you conduct a CX audit to be sure?
To optimise for CX, your business must display a consistent message. There’s no point in the sales team promising X if the reality is Y. Or if post-sales service is below par, or deliveries are slower than expected. Even third parties contracted to your business need to be brought into the loop.
It’s a significant undertaking that many large companies are attempting to deliver. For SMEs, if you do nothing, you’ll get left behind. Yet if you do start to understand and then improve customer experience, you’ll have the advantage over the big boys. SMEs can be more nimble and closer to their customers every time. The time to act is now, before the multi-nationals take the high ground.
Check out the blog pages and tweets, where you will find good content from elsewhere relating to CX. To ensure that your business delivers the utmost in customer experience, contact Coyne Sales and Marketing today and find out about undertaking a CX Audit.