Technology can help improve customer experience in meaningful ways, but at its core, customer experience is a human experience.
The age of experience is, in part, a reaction to information overload. Consumers now want to be the creators of their own experiences rather than passive receptors of one-way information. The customer experience is the key opportunity to deliver a brand's promise in the form of the tangible, humanized experiences that they crave.
CUSTOMER EXPERIENCE iS A HUMAN EXPERIENCE
The customer experience is a brand's key opportunity to deliver its promise and solidify a lasting connection. Customer experience goes beyond customer satisfaction to explore the ways that collective experiences build and strengthen a coherent message and a lasting relationship. Every customer experience is a critical brand experience and a critical step on the path to competitive advantage.
The people-centric experience: Integrated CX
The formula for success is a deep understanding of all the ways that the world experiences your company, whether through a service experience, marketing interaction, or through the experience of work. At every level, the focus should be on developing opportunities to create meaningful connections and enjoyable, memorable experiences across the entire journey. Fusing CX with EX and BrandX creates a path to success.
One major CX challenge is the shocking gap between how well companies think they are doing on customer experience and how customers actually perceive their experiences. Just assuming your customers are satisfied has never been more dangerous. CX has never been more important nor has it ever been so complex. The first step to delivering amazing customer experience is realizing that, without the right data, you really don't know if you're delivering an exceptional experience or not!
BEWARE OF THE CX Delivery GAP
Reimagining B2B CX
According to research by B2B International, only 14% of large B2B companies are truly customer centric. This indicates that B2B organizations have significant work to do to become more customer-focused. It also highlights an opportunity for B2B firms to differentiate their brands and improve profitability by delivering superior CX. A new generation of consumers and employees also means a new kind of B2B customer: demanding of a higher level of customer experience and interested in working with companies who have clearly-expressed values and a commitment to customer and employee experience.
Put some experience In your Customer Experience
It's important to remember that today's consumer is truly looking for an experience. They want to be engaged by experiences that stimulate their senses, emotions, and intellects. Every detail of the physical spaces customers visit to experience your brand should be examined from this lens: the aesthetic, the music, and the physical layout of a brand environment are more important than ever. CX is enhanced by eliminating pain points and creating opportunities for interaction, connection, and stimulation.