So what exactly is customer experience?
Companies spend a lot of money on branding their image in a positive light. They work hard to get the logo, tagline, colors, and celebrity endorsements right. But customers rarely get excited looking at a logo or hearing a tag line.
In a nutshell, customer experience focuses on your customers’ emotional experience of your brand based on how they’ve interacted with it.
Whether that’s visiting your website, calling your call center, searching for help in a physical store, or the time it takes between ordering online and finding the shipment on their doorstep. Every possible customer touchpoint plays into their overall experience of your brand.
Getting every step of a customer’s journey right creates positive customer experiences and makes it more likely customers will come back and tell their friends about your company.
Customer perception is fragile and changes with each interaction, so delivering a consistently strong customer experience is critical to your business.
How is CX different from
customer service?
Customer service focuses exclusively on the frontline employees who have direct contact with your customers. That training typically covers how to be efficient, professional, and cheerful, no matter the circumstances or the attitude of the customer. What it doesn’t take into consideration is the overall brand and company culture.
We all know that unhappy, undervalued, or stressed employees cannot do a great job or provide excellent customer service. And too often frontline employees are not explicitly aware of the brand standards that the marketing department works so hard to develop.
When done well, a customer experience program distributes ownership of the customer experience to ALL employees including those in accounting or operations or human resources.
