Customer experience (CX) is the product of an interaction between a customer, a brand and its products in different touchpoints. It is the experience not the price or technical specification that nowadays tends to influence shopping decisions and is the thing that makes a given brand stand out on the market that is becoming more and more competitive. American Express’s research shows that 58% of clients are willing to pay more for a better experience.
Companies do not exist without clients which are becoming more demanding. It is a great challenge to attract new as well as keep the interest of existing ones. Customer experience is what allows focusing on that. Bloomberg Businessweek questionnaire proves that “companies polled rated customer experience as a top strategic objective.” What’s more, according to Digital Marketing Trends Report, customer experience is seen as one of important areas of business development that companies will invest in.
In order to offer unique experience to customers, we need a cohesive experience management strategy. Its development consists of e.g. coming up with a user-oriented vision of our organization, learning and understanding customers and their needs as well as creating (customer journey maps) describing pain and delight points. Information gathered in such a way is the basis for developing strategy as well as an action plan, and as a result making guidelines, measures and training employees from various levels so that everyone understands both the vision and activities undertaken while implementing CX/CEM strategy in the same way.
Consumers are used to high standard of services. Their expectations are progressively increasing and current knowledge about their needs is not enough. That is why brands are putting more emphasis on Customer Experience research. Customer’s background and the way gathered knowledge can be used to increase the quality of services, improve processes and use the power of recommendation among friends is becoming more important.
Taking care of customers’ positive experience is key for business development. It is essential not to depend on declarative research only. It is necessary to include additional information and context. An effective Customer Experience research should provide answers to following questions: who my clients are, what motivates them, what factors influence their satisfaction.