Although customer experience (CX) coincides with user experience (UX), the two are separate matters. Econsultancy defines customer experience as “every interaction between brands and individuals”.
Customer experience is detrimental to business success. A positive customer experience can lead to an increase in sales, whereas a negative experience can cause a loss in custom and a subsequent loss in revenue. Customer experience allows you to stand out against your competitors.
Econsultancy and IBM’s Consumer Conversation report shows there is significant difference between a business’s intention and their customers’ satisfaction. Brands believe they are experts at providing great customer experience, but customers aren’t so sure.
Out of 7 company factors, consumers were asked to rank them from most important to least important. At the top end of the importance scale was “very trustworthy with my data/information”, with “products that are customised for me” sitting at the bottom. This goes to show how influential a positive customer experience can be, it is even more important than the product’s features!
Unless you run a relatively small business, it is impossible to know each and every one of your customers on a personal level. But it is possible to know what they want. Each of your customers has at least one thing in common: your company. Make this the centre point of all marketing communication by ensuring your brand is consistent