What is customer experience? How to bring good customer experience

What is customer experience? What is a good customer experience? 為甚麼客戶體驗這麼重要呢? Answer all your customer experience questions。

按: Content Marketing Manager Erin Hueffner

Publish Date: 06 October 2021
Last updated on 06 October 2021

Who can't understand that customers now expect more from companies? We've all had good and bad customer experiences。 Balancing the customer experience they want to provide with limited internal support and other priorities has put more pressure on companies -- especially when they are known for being customer-focused -- to enjoy the results。

In this article, we will explore:

  1. Definition of customer experience
  2. Why customer experience is important
  3. Trends and data on customer experience
  4. Excellent customer experience
  5. Improve customer experience
  6. Analyze and measure customer experience
  7. Customer Experience Management
  8. Customer Experience Books

Customer experience means?

Customer experience is all the things that affect how customers perceive an organization。

"Customer experience is the sum total of all the interactions that a customer has in the entire relationship with the business or brand"Annette Franz, Founder and CEO of CX Journey。

Customer experience focuses on the relationship between a business and its customers, including all interactions, no matter how brief, that do not even lead to a purchase。 Whether it's a call to a support center, seeing an advertisement, or something as trivial as paying a bill, all interactions between a customer and a business can make (or break) a relationship。 And most importantly, how do customers perceive these experiences。

"Customer experience is the sum total of how a customer feels about all of their interactions with the business。"Dave Dyson, Sr.表示。 Customer experience evangelist, Zendesk "It includes all the ways customers interact with businesses at all stages of their journey -- including promotional material they were exposed to before becoming a customer, the sales experience, the quality of the product or service itself, and the after-sales customer service they experienced。

What constitutes the customer experience?

Customers now have more ways to interact with businesses and experience them than ever before。 These include:

  • A traditional way to visit a physical store
  • Mobile apps
  • Social media
  • Network/SMS chat
  • Support platform
  • Creative ways to promote
  • Even devices connected to the Internet of things

When dealing with the complexity of customer experience, you can start from each interaction and derive a definition of customer experience that will help you reduce the customer experience to its basic elements。

    Customer experience

  • Culture, strategy, and process
  • International Data CorporationMore than 72 percent of respondents to the customer experience organization asked who leads their organization to deliver a great customer experience responded to the strategy of CEO or other senior leaders。 In other words, senior management needs to use their influence and capabilities to ensure that the organization focuses on providing a consistent customer experience throughout the marketing, sales cycle, and customer service。 Leadership must set the tone and enforce customer service values throughout the organization and be willing to breakThe barn effectTo establish strategies and processes in customer experience and beyond to achieve corporate goals。 It is also the job of management to set priorities within the organization and balance resource needs across departments。 "Customer experience strategies and values that are not backed by resources will not go very far。"Said Dyson。

  • Products and Services
  • 這些必須符合客戶的需求和期望;擁有最佳Customer experience策略的企業以它們的知識和文化,在客戶求援前預測Customer experience需要。 An experience may not be materialized, but the elements that shape it can。 "A product that meets customers' needs and expectations requires less aftermarket support than one that fails to do both。"Said Dyson

  • Human factors
  • Customer service agents, partners, vendors - they all play an important role in providing a consistent customer experience。 This means understanding the organization's strategy, as well as providing training and morale to successfully define and implement an impactful customer experience。 Also means to create a good Employees experienceTo facilitate staff to meet customer requirements and expectations。 "Training, tools, policies, processes, and cultures all require people to serve -- and customers and the people who serve them -- not the other way around。"Said Dyson。 "How do you measure success, do you encourage people to cooperate or compete, what development opportunities do you offer them, how much are they empowered to make decisions that help customers -- all of these affect the employee experience and ultimately the customer experience。」

  • 資訊
  • This can be business to customer, employee to employee, or partner to customer -- content, data, and analytics。 Internal and externalKnowledge management ResourcesBoth play an important role in improving organizational efficiency and providing customers with self-service options。 If customers can respond to your marketing materials, they should also be aware of this channel。

  • Customer touch points and channels
  • This includes all points of contact and channels through which customers experience the organization -- phone calls, email, text, conversations, advertising, your website, and even third-party review sites such as Yelp。

  • 科技
  • As the name implies, modern customer experience relies on technology to drive services, for exampleCustomer experience software

What is the difference between customer experience and customer service?

The difference between customer service and customer experience isCustomer service務是Customer journeyCustomer experience is the sum total of all interactions between the customer and the brand。 In other words, customer service is one piece of the puzzle that makes up the customer experience。

"Customer service is what's left when you break down the customer experience。 So if we did everything right, executed the customer experience perfectly, or were great at designing and executing the experience, we wouldn't need customer service。"Because there is no problem with the product。 The billing is very accurate and clear。」 Annette Franz, Founder and CEO of CX Journey

Good customer service is very important to the overall customer experience of an enterprise。 Agents are often the first (and only) human voice a client hears, especially when they ask a question。

為甚麼客戶體驗這麼重要呢?

Customer experience is important because it affects a company's performance。 Customer perception of brand is closely related to customer retention, lifetime value and brand loyalty -- according toZendesk 2020 Customer Experience Trends Report, 52 percent said they patronize brands they are loyal to。 In a highly competitive business world, attracting and retaining customers is not easy, and companies that ignore the importance of providing a fast and seamless customer experience may eventually be overtaken by competitors who understand that good service is defined by the customer。 This means that even if only one experience fails to meet customers' expectations, it can seriously affect brand reputation, and customers' tolerance for mistakes is also due to network 2.And decreased further in the era of 0。 If you don't like a product, or the way a business is interacting with you, finding alternatives is as easy as googling。 In fact, according to Zendesk Trends report, half of customers say they switch to a competitor after a bad experience。 With more than one bad experience, the rate jumps to 80 percent。 "A good customer experience bringsCompetitive advantage。 Customers can often choose another option。"Said Dyson。 "If you have a problem and you can't get in touchCustomer support", you will be disappointed, see it as a bad experience and may choose to leave。 Companies that provide good experiences establish customer expectations for the customer experience of similar companies。」

Fifty percent of customers will switch to a competitor after a bad experience。 With more than one bad experience, the rate jumps to 80 percent。

As the market saturates, many companies are realizing that the customer experience is their best chance to get ahead of their competitors。 In other words, if a good product and a competitive price are no longer enough to create loyalty, then a personalized experience can help you differentiate。

At Zendesk, every year some of the world's sharpest analysts conduct research and carefully interpret the results to discover the next year's resultsThe biggest trend in customer experience A few of the top customer experience trends for 2021:

  • Customer experience is more important than ever
  • Both customers and companies say customer experience has become more important over the past year。 Seventy-five percent of customers are willing to spend more on an organization that provides a good customer experience, and 63 percent of customer experience managers say their organization prioritized customer experience more than a year ago。

  • Empathy is key
  • Providing fast, friendly service is not enough in a rapidly changing world, customers seek empathy and want to shop in businesses that reflect their values。 Forty-nine percent of clients want agents to have empathy。

  • New habits during the pandemic
  • Customers have adopted new habits during the pandemic, and many plan to keep them。 Thirty-one percent of customers visited new companies in 2020, and eighty-four percent plan to stay with those companies。

  • Send the message
  • Sending messages, already popular, is now even more important。 More customers chose embedded messages (45 per cent) to contact customer support than text messages or short messages。

  • Digital experience
  • Mention the digital - that is, do not conform to the trend, will be surpassed。 Fifty percent of business leaders said they would accelerate the adoption of digital devices in one to three years。

We took a poll to see which customer experience trends the team was most confident in addressing。

What is a great customer experience?

According to Dyson, a good customer experience makes it easier for customers to trade with you。 "A good customer experience helps customers easily accomplish what they want to achieve with your product or service。」他說。 "Customer loyalty is not about some big surprise moment, it's about being someone that customers can count on and help make it easier for them。A positive customer experience may include:

  • Set realistic expectations for a product or service
  • Intuitive product design
  • Easy to navigate self-help resources
  • Actively send messages around known issues
  • The sales team clearly stated prices
  • On-call and responsive customer support team

The most important thing is that all teams work together to create a seamless and consistent experience for the customer。 Since there are usually different departments responsible for each customer exchange, the appearance of a separate satisfaction survey for each department is enough to create a good customer experience。 The tricky part about customer experience, however, is that customers don't remember their relationship with your business through a series of small interactions, but through a continuous one。 This poses a problem for an organization whose departments operate in isolation from each other。 The "barn effect" can result in customers having to provide information twice, fill out forms more than once, or take an unnecessarily long customer journey。 For example, the agent should have easy access to background information, such as the items in the customer's shopping cart, or promotional emails they have opened, or even whether the marketing team is directly responsible for such information。 In the same way, marketing teams should be aware of past support interactions in order to deliver more targeted emails to customers。 Paying attention to customer experience from a point-to-point perspective and ensuring that customer needs are the focus of every step is an important part of bringing about a good customer experience。Good customer experience

Seven strategies to improve the customer experience

As competition gets fiercer and economic instability becomes a foregone conclusion, we can still be sure of one thing: a good customer experience can lead to business success。 But loyalty is not something you are born with. It is something you earn。 Without appropriate strategies, results can easily be wasted。 The good news is that the customer experience can be improved。 Improvement starts with putting the customer at the heart of your strategy。 Here are seven tips:

  1. Establish a feedback loop

  2. Customer feedback can give you insight into your customers' expectations and how they might change as your industry changes。 It can also tell you where the customer is having trouble and identify what is going well。 The key is to accept feedback and do your best to respond to it。 The important thing is to establish feedback loops with customers and respond to them。"Said Dyson。 "It builds trust and ensures that you're not just paying lip service。Dyson also suggests creating an internal employee feedback loop。 Agents can help you collate customer feedback and provide insights on what prevents them from providing good service, such as policies or processes that don't meet the customer's needs, or the "barn effect" that prevents teams from resolving customer issues quickly。

  3. Build an omnichannel experience

  4. When you build an omnichannel customer experience strategy, you don't just need to be interacting with customers where they are -- it's just a ticket to the door。 Omni-channel representativeTake it one step further and provide your customers with a consistent communication journey, an experience where conversation history and background information follow them through the channels。 Background information -- about who your customers are, what emails they've opened, what's in their shopping cart, or what they've discussed with you -- is critical to providing a cross-channel experience。

  5. Create a content management strategy

  6. Rather than contacting live online agents, customers often prefer to solve problems themselves。 You can help them help themselves with data-driven content。 This content, often in the form of articles or chatbots, quickly guides customers in the right direction。 確保你的內容準確和緊貼最新發展非常重要;一則沒用的文章可以成為一次惡劣的體驗。

  7. Bring personal experience

  8. According to the 2020 Customer Experience Trends Report, 76 percent of customers expect to enjoy data-driven personalized experiences。 This may include interactions through their preferred contact method, account type or status, product suggestions based on purchases or searches, or some kind of personalized online experience。 Customizing support based on customers' personal data can bring long-term advantages, especially in the context of customer experience。 Collecting customer information (preferences, personality, habits, etc.) can help agents provide targeted support more accurately and solve problems faster。 Conducting a user experience survey might help your support service figure out how to bring about more personal interactions。

  9. Empower customers through artificial intelligence

  10. Gartner predicts that by 2022, 72 percent of customer interactions will involve an emerging technology, such as machine learning programs, chatbots, or messaging。 Ai-powered chatbots and virtual customer assistants are great tools for fast, repetitive tasks。 But when they reach their limits and can no longer provide further customer support, they need human help。

  11. Bring about an active experience

  12. Responding to customers' needs is not enough to make you unique。 When companies become proactive -- anticipating customer needs and responding to problems before they worsen or even occur -- they can create a personalized and unique experience。

    Proactive support is getting ahead of your technical problems, failures -- and contacting customers to provide them with information。 Hello, this is what we're dealing with right now, and we have these measuresAnnette Franz, Founder and CEO of CX Journey

    An e-commerce company might place a chatbot on the checkout page to answer customers' questions before they abandon their shopping cart。 Or an Internet company might send a message to customers informing them of an impending glitch。

  13. Use data and analytics

  14. The customer and support assistant information found in the data will give you many insights into the effectiveness of the support organization, satisfaction with the interaction, behavioral trends of your customers, and much more。 The process of improving customer experience begins with exploring the meaning of data。

Customer experience

How to measure customer experience

"There is no one magic bullet for measuring customer experience," Dyson said。"" You need to look at all the details。 Customer experience is hard to measure completely, so the more data you have, the better。There are a few possible starting points:

  • Deliver customer satisfaction surveys
  • This will give you data such as customer satisfaction scores (CSAT) and net Recommendation scores (NPS)。

  • Calculate customer effort (CES)
  • This will tell you how easy it was for the customer to find a solution in recent communication。

  • Analyze attrition rates, expansion rates, and lifetime value of customers
  • "You can look at attrition rates and expansion rates across different groups and compare them, for example those who have and support teams and those who understand customers versus those who don't。"Said Dyson。 "If customers who contact the support team stay longer, you know the support team is creating a good experience。」

  • Conduct A/B testing of the new customer experience strategy
  • For example, when you integrate customer support tools with your marketing automation operation system, you can perform A/B tests on emails sent to customer groups

  • Treat your virtual follower groups like social forums
  • Can a discussion in a community forum about weaknesses, feature questions, or how customers are using your product or service provide insight into how customers feel about your brand experience。

  • Customer Service data看成Restart probability and resolution time。
  • "One measure of customer experience is how long a customer waits for an answer。 No one likes to wait when they need help。"Said Dyson。

  • Talk to employees who interact directly with customers
  • "Beyond numbers, it's also useful to talk to employees who interact directly with customers and understand what customers are telling them。"Said Dyson。 For example, customer support might help you understand weaknesses that can be shared with the product team。 "It is also critical to ask the agent if there are other difficulties。 If true, the same could happen to customers。 When you make an agent's job easier, they can provide a better customer experience。」

Customer Experience Management

客戶體驗 management stands for "designing and responding to customer interactions to meet or exceed their expectations, resulting in greater customer satisfaction, loyalty, and motivation。」According to Gartner,。 Failed toManaging customer experienceEnterprises typically adopt a fragmented approach。And they look at the different factors that drive the customer experience and explore how each of them can be improved。 And when they're doing that, aren't they thinking carefully about how each factor affects the other。 This approach only exacerbates the factors that lead to poor customer experience management。 By adopting a more organized and comprehensive customer experience strategy, higher customer satisfaction andloyalty。 These are some of the areas to look out for when building your customer experience management strategy:

  • 營銷
  • 營銷在Customer experience力扮演的角色可能是最多樣性的;它需不斷調整,去符合客戶不斷轉變的需要。 Marketers are usually responsible for building first impressions through advertising, publicity programs, and word of mouth。 The impact of these channels will be felt through public communication,Social mediaMarketing and brand exposure to continue。 The data collected through these customer touchpoints can help you create a more personal customer experience and ultimately lead to more loyal customers。

  • 銷售
  • The sales organization is responsible for solidifying the expectations of the soon-to-be and as-customers。 In addition to a quick retail experience, the sales process is often particularly focused on the customer journey and meeting their needs。 This will give you valuable insights into what your customers are looking for (whether it's specific features, follow-up comments, support needs, etc.) that can ultimately impact other aspects of your business。 When you provide a synchronized customer experience, your sales team's ability to close repeat purchases and minimize customer churn increases。

  • 產品
  • 一家企業提供的Products and Services與它的Customer experience是緊密相連的;很多客戶都會為體驗而非獲得的產品付出更高昂的費用(就如高級餐廳和快餐店的分別)。 Beyond the immediate experience, there are details about reliability, price, user experience (UX), ease of use, and the life cycle of the product, all related to the customer experience。 A company's goodwill is initially determined by the experience its products provide, and ultimately by other aspects of the customer experience as well。

  • Customer service
  • After the sales process, customer service is usually the primary department of customer interaction。

Support agents are responsible for collecting real-time feedback on the customer experience: they can know how the customer interacts with the product, how the product meets the customer's expectations (if any), and how the base group is changing。 回饋是Customer experience最重要的一環;缺少了回饋,企業不能有效地進步。 One such asZendesk SunshineThe CRM platform helps you connect customer data from various teams and business lines for management。

Books on customer experience: Reading lists

快來看看,這本書包羅萬有! 有了這些專家的指引,你可依靠自己成為Customer experience方面的大師。 Please refer to the following bibliography:

Customer experience is very important

Investing in a great customer experience is important for all businesses, large and small alike。 Ultimately, your success depends on your ability to retain and attract loyal customers。 Failing to put your customers first can be the same as giving them to your competitors。

Simple solutions to the customer experience conundrum of 2020

Dig deeper into a great customer experience

Simple solutions to the customer experience conundrum of 2020

Dig deeper into a great customer experience

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