Customer Experience

Everything you need to know about Customer Experience and what it can do for your company

By Roque Sales, CX & UX Manager at Zappts

The concept of Customer Experience has been gaining more and more space in the market, and for good reason — this strategy directly impacts how the customer feels about a purchase or brand.

However, despite this, most companies still ignore it or fail in its application.

To provide context, the study “Deliver the CX They Expect: Customer Experience Trends” by Acquia showed that 90% of brands are still missing the mark when it comes to customer experience.

As a result, the results of these companies, especially regarding loyalty, are being seriously harmed.

Most of these failures occur precisely due to a lack of in-depth knowledge about this trend. That’s why I’ll explain in this post what Customer Experience is and how this concept can be applied efficiently. Check it out!

What is Customer Experience?

Customer Experience is the term used for any strategy aimed at developing a positive experience for the consumer, increasing their level of satisfaction with the product and brand.

This method encompasses all of the customer’s interactions and perceptions regarding the company, its products and/or services.

In other words, from the way the consumer is served in a physical store, to the emotion they associate with the brand every time they buy something from it.

The main focus of CX is to ensure that your customers, their desires and expectations are heard and met.

Does CX need technology?

With the changes and advances brought by the Digital Era and Digital Transformation, the use of technological resources to improve Customer Experience has become practically mandatory.

This is because the new generation of consumers behaves in a completely different way, and some data confirms this statement.

The CXM Index 2019 study, conducted by Adobe, showed that consumers between 18 and 24 years old are demanding when it comes to the experience with the brand and purchase.

They don’t just want it to be innovative, but also to meet their needs.

Another point the study showed is that 9 out of 10 people take some action when they are not well served, from telling friends about the experience to reviewing the company negatively on social media.

Taking into account this power, especially on the web, it’s possible to say that Customer Experience has a strong ally in the use of technologies, whether regarding the development of an exclusive app for the company or even the use of devices.

Difference between Customer Experience and Customer Success

A very common mistake among entrepreneurs who want to apply Customer Experience in their business is confusing this strategy with Customer Success.

Before we talk about the difference between the two concepts, it’s important to understand that despite being homonyms, each concept refers to a different Customer. So, here we go!

In Customer Experience, the term refers to the consumer. In Customer Success it refers to the client.

While the first approach focuses on the consumer’s experience, the second focuses on taking care of the customer’s success, in literal translation.

This means raising the satisfaction rate and bringing that customer closer and closer to the brand, including promoting loyalty.

To do this, the CS strategy must anticipate the customer’s demands, questions and problems, providing the necessary feedback to other departments of the company.

For its part, CX focuses on practices that provide positive and innovative experiences throughout the customer’s journey, from the moment they discover the brand to after-sales.

Benefits of practicing CX Management

By investing in Customer Experience Management, in addition to ensuring more satisfied customers, the company obtains other advantages.

This type of strategy also ends up interfering with other aspects, considering the volume of sales and the amount of expenses generated by a company.

Among the main benefits that can be achieved by investing in CX Management are:

Stimulating the creation of brand advocates

When a customer is satisfied and happy with a brand, they become loyal and also share the company with others — in other words, the business is positively affected, since the audience starts to act as a potential marketing tool for the business.

Increases company revenue

Another great advantage of investing in Customer Experience is that this strategy helps increase business revenue.

Satisfied customers tend to buy again from the same brand and recommend it to friends, family, acquaintances and colleagues.

A simple way to evaluate this influence is to check the level of sales return when positive reviews are made by other customers on websites and social media.

Customer loyalty

Another benefit of applying the Customer Experience concept efficiently is that it also helps prevent customer churn.

A satisfied consumer tends to follow the brand always, even when some factors change.

Who stands out in CX in the market

If you’re looking to optimize consumers’ experience with your brand, studying some success cases can be very helpful.

Check out some companies that have stood out in applying Customer Experience to improve brand experience, ensure higher levels of satisfaction and other advantages.

Nubank

With a fully personalized service and differentiated loyalty actions, Nubank has become a reference in consumer support.

Much of this is due to the technological resources used, such as the ultra-efficient app that even features an easy-to-use chat.

Amazon

Amazon, which has also been strengthening in Brazil, is a reference in customer experience. The company works with several fronts of innovation, from optimizing delivery logistics to IT improvements.

Nike

When it comes to loyalty, Nike also stands out in this type of strategy.

In addition to always being aware of the needs of the most varied types of customers (from professional athletes to fashionistas), the company also works hard with reward programs that help with loyalty.

Not to mention the various apps it has to meet consumer demands, both for purchasing and improving the quality of life of its audience.

Conclusion

Ensuring a positive and well-thought-out experience between the consumer and your brand can be a great challenge, and to overcome this obstacle, it is essential to seek specialized help on the subject.

At Zappts, you’ll find a Squad specialized in this trend that can give you all the support you need. We’re ready to help you optimize your business by improving the consumer’s experience with your brand 😀

To get in touch with one of our specialists, just click here.

I hope you enjoyed this article about Customer Experience.

See you in the next article!