The flare up of digital technologies over the last decade has allowed consumers to be experts in the use of tools and information. They can now hunt down what they want when they want it and get it delivered to their doorsteps at a relatively low price. In response, businesses have knotted to develop big data and analytics capabilities in order to understand their customers and seize the control back. From this time, companies have been resorting to the customer needs and trying to anticipate as they steer the journey of decision from consideration to procurement.
According to a study, Data shows that around 42% of the businesses proactively invest in customer experience to increase the revenue and improve upselling of the product hence increasing the sales. Today, companies are re-establishing the balance of power and creating new value for brands and buyers through leveraging emerging technologies, processes, and organizational structures that customers want the product to be devised. There has been a central shift of thinking and company’s expeditions are thus becoming foremost to the customer’s experience of a brand considering them as important as the products themselves in providing a competitive gain.
So, what is Customer Experience and how is it affecting companies?
Customer experience (CX) is the whole thought related to a business that affects a customer’s perception and feelings about it. It also focuses on the relationship between a company and its customers including every interaction, customer’s views or thought process about the product or services.
Customer experience has become a deciding criterion among firms and a competitive factor as ignoring customer needs can make the buyers switch to a better option or the rival companies. Also, we cannot forget that Better Customer Experience is the bottom line of any business. Good customer service is vital to the company’s overall customer experience.
Companies that ignore the importance of providing a unified and effective customer experience can end up losing out to competitors who understand that it is the customer who outlines a good service. Retaining and appealing the customers in this super competitive environment of business is not a small accomplishment to be achieved.
Following is a study that observes the journey of a product in the market where the customer ‘loyalty’- based on their experience of the product and ‘trust’ for that brand is affecting the business way round:
Creative endeavours of marketing and role of people at the top
Also, when marketers effectively engage in customer experience marketing, they make a centred strategy on customer interests, needs, and their likings. When they improve customer knowledge through engagement, marketers create valuable customer relationships for their organizations. Personalized experiences improve the customer experience even more by forming dependable customers that trust the company and spend more on their products. Precisely, the benefits of customer experience marketing include upsurge in brand loyalty for increased long-term profitability, increase in brand awareness and reach to greater insight about customer behaviour leading to higher customer satisfaction rates.
Leadership sets the direction of the drift and drive its customer experience values throughout the organization by developing strategies and processes understanding the company’s goals. People at the top need to use their influential power to ensure that their corporations focus on providing a consistent customer experience throughout their marketing particularly in the service to their customers.
Following is another survey conducted by Harvard Business Review which studied how do leaders measure the effectiveness of customer experience strategy.
This suggests how understanding the customer lifetime value is crucial to the company. This also means that even one customer experience that doesn’t live up to expectations could have radical results on brand reputation. It has become easy nowadays to search on Google for an alternate product or service if you don’t like a product, or the way a company deals with your problem. Due to this developing market inundation, many companies are realizing that indulging in a good customer experience is their best chance to be prominent and stand out from competitors. In short, if competitive pricing and a good product are no longer enough to produce constancy, then the tailored customer-focused experiences become the main differentiator.
Products, Services and People
A product that happens to meet customer needs and expectations will require less support later the release of a product than one that does not have a customer support base.
For this, suppliers, customer service agents, partners and marketers play crucial roles in delivering an unswerving customer experience. That means understanding the company’s defined strategies, while having the training and confidence to implement an effective CX positively. It also means creating a great experience for employees to make it easy for them to meet customer’s expectations and needs. The things affecting the employee experience, which in turn affects the customer experience is how the employees are encouraged and empowered to take decisions to assist the customers which is served only through proper policies, training, implementing appropriate culture and suitable process. Once a business has a customer-centric culture in the corporation, that becomes much easier to monitor which is a prevailing tool than just training and hiring workers.