Customer Experience Articles
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The Customer Experience: What is it?
What's an experience? An experience is an affect or knowledge gained through direct observation or participation. You'd probably describe the Customer Experience the same way. Only, you'd add emotion. The emotion customers feel as they interact with your business.
Customer experience is measured against the customer's expectations
and past experiences. Great customer experiences exceed both physical
and emotional expectations. Every point of contact matters. Whether
talking face-to-face with an employee, receiving a coupon in the
mail, calling a 1-800 number or visiting online, customers want
what they want, when they want it. They also want personalized service
that extends beyond the purchase phase, and the opportunity to tell
you what they think. It's harder than ever to win over customers,
and understandably so.
For this reason, more and more companies are realizing the power
of the Customer Experience. It's the one true competitive differentiator
for any business. Without it, most businesses lack the ability to
sustain long-term, profitable growth. Punchy product promotions
and pretty packaging won't always cut it in a world where customers
expect emotional engagement. And as customers interact with companies,
there are many opportunities for this, right in tune with offering
a consistent brand message. The result of these efforts is a better
quality customer experience, enhanced customer service, and greater
market share and customer loyalty.
Yet, there are also many pressures. It takes work to adapt your
company around your customers' needs. And many companies are still
simply paying lip service to customer centricity-sacrificing the
long-term investment in the customer for short-term financial goals.
But companies who ARE moving to the customer-centric way of business
are busy establishing clear pictures of the Customer Experience,
asking themselves, "What are the emotions we want to evoke
in our customers?" No company can provide a great customer
experience unless everyone in the organization understands what
the customer experience looks like. Each customer touchpoint may
have a specific task, but an underlying strategy for the Customer
Experience is key.
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