Investing in strategies that combine Customer Experience (CX) with Digital Marketing actions means that you want to offer a good experience to the public from the first contact, and this can be the main decision factor for the purchase.
According to a Treasure Data survey, 74% of consumers said they would buy based on experience alone, regardless of price.
Defining and implementing strategies is a way to have a positive and continuous impact on customers, generating real results for the business. To do so, it is essential to know what to measure and how to truly care for your audience’s experience.
In this article, I share valuable insights and tips for you to adopt in Customer Experience. Check it out!
What is Customer Experience and why is it important?
Customer Experience (CX) is the perception that the customer has of the brand when interacting with it. This concept goes far beyond mere service, as it encompasses all interactions between people and the brand.
Consider a physical store, for example. CX is not just about the salesperson’s service, but also about how helpful they are, what the environment is like, the products and/or services, how fast the customer pays, and many other aspects that are part of the act of buying.
Investing in CX is essential to improve the company’s results. Paying attention to this area allows you to increase customer satisfaction, retention and loyalty, boosting sales and the business’s reputation.
That is why, in the long term, CX impacts the company’s development. According to PwC, a good experience can increase the price of products and services by up to 16%, without compromising customer loyalty.
Forbes has already published that companies with a good CX structure grow 4% to 8% above the market average. Therefore, paying attention to Customer Experience is a way to earn more and establish yourself in the market more efficiently.
How do Customer Success and Customer Experience come together?
Many people don’t know this, but the concepts of Customer Success (CS) and Customer Experience complement each other. Although both are related to the customer, they work differently.
CX is responsible for creating positive and memorable feelings throughout the relationship with the brand. CS involves ensuring that the customer achieves the desired result when using the product or service.
In my perception, Customer Success:
“It is the customer achieving a positive result, having perceived satisfaction and a warmed relationship in the life cycle of a product or service.”
This union, in fact, has everything to do with our Organic Success and Customer Experience method. It is made up of four main pillars:
- Positive result, which involves fulfilling the promise made;
- Perceived satisfaction, ensuring that the customer is aligned, satisfied and celebrating together;
- Warm relationship, relating to a close and trusting partnership;
- Memorable experience, totally related to the emotional impact.
In practice, the union between CS and CX helps to consolidate relationships and generate sustainable growth for the business.
Essential Customer Experience Metrics
In addition to implementing good CX-related measures, it is essential to measure and monitor the development of this area. Therefore, I believe that using the right metrics makes all the difference in achieving results.
Below, see the main Customer Experience indicators that you need to monitor!
NPS (Net Promoter Score)
The Net Promoter Score (NPS) is an indicator that measures the likelihood of a customer recommending the company to someone else. This is one of the most widely used metrics and assesses emotional loyalty.
To apply it, you need to ask the customer, for example: “On a scale of 0 to 10, how likely would you be to recommend our products/services to a friend or family member?”
Customers are then divided according to grades as follows:
- Promoters (grades 9 and 10) are enthusiasts who recommend the company;
- Neutral (scores 7 and 8): they are satisfied, but not to the point of recommending the business;
- Detractors (scores from 0 to 6) are dissatisfied and will likely speak badly of the company.
The formula, in turn, is given by the following equation:
NPS = % Promoters – % Detractors
To analyze the result, just consider that the higher the NPS, the better for the company. This result helps to measure the health of the experience and predict the business’s growth capacity through recommendations from current customers.
CSAT (Customer Satisfaction Score)
The Customer Satisfaction Score (CSAT) measures customer satisfaction at specific touchpoints. This is the case when using CSAT to evaluate a purchasing or support experience, for example.
To do this, the key question is: “How do you rate your experience?” Answers can range from 1 to 5 or 1 to 10, ranging from very dissatisfied to completely satisfied.
The calculation is given by the percentage of positive responses (4 and 5 or 8, 9 and 10) , in relation to the total. As with NPS, a higher CSAT is desirable.
One of the reasons for its use is its ability to capture instantaneous insight. It’s as if CSAT “takes a picture” of the customer’s situation after a certain interaction or touchpoint.
With the results obtained, it is possible to identify points that cause problems and act more quickly.
Customer Effort Score (CES)
The Customer Effort Score (CES) measures the effort a customer had to make to resolve an issue or complete a purchase. The harder it is to complete a request, the worse the experience tends to be.
To get this metric, the question is usually asked: “How easy or difficult was it to complete the task?” Answers range from 1 to 5, where 1 is usually “very difficult” and 5 is “very easy.”
By calculating the effort made by customers, it becomes easier to increase customer satisfaction. In e-commerce, for example, a CES that indicates difficulty in completing a purchase can serve as motivation to make the process more agile and fluid.
CEV (Customer Emotional Value)
Customer Emotional Value (CEV) measures the impact of emotions on the Customer Experience when interacting with your brand. If it sounds abstract, think about an experience you’ve had with a brand that made you feel happy, safe, or delighted — that’s what CEV measures.
To reach this result, customers evaluate 5 pairs of opposing emotions, such as “happy/sad” or “safe/unsafe”, with scores from 0 to 20. The sum of the scores indicates whether customers are haters, potential lovers or lovers of the brand.
And why does this matter? Emotionally connected customers are 52% more valuable, as they buy more and become spontaneous brand ambassadors. Turning customers into fans is pretty cool, isn’t it?
Strategies to improve Customer Experience
In addition to understanding the relevance of Customer Experience, it is essential to know how to improve this experience, don’t you agree? That’s why I’ve brought you some strategies to apply and improve Customer Experience.
Check it out!
Map the customer journey
Understanding each step a customer takes, from first contact to purchase and after-sales service, is essential to creating a better experience. Therefore, one of the first strategies is to map the customer’s journey in relation to the brand.
This is a way to visualize where the difficulties and opportunities for improvement lie, with a focus on creating a truly positive experience.
Imagine that customers have difficulty navigating the website and purchasing online. This creates a friction point in the journey, which must be optimized to improve the experience. With mapping, it is therefore possible to have more visibility on how to facilitate the customer’s journey.
Personalize the service
Another essential aspect is personalizing customer service. To achieve this, the ideal is to use the data that your audience leaves, such as purchase history and preferences, to create a unique experience.
One way to offer this personalization is by making recommendations for similar products that may be of interest to a customer, based on their history. More than just recommending products, the focus is on offering convenient solutions that are tailored to their needs.
This is an important strategy to generate trust and strengthen relationships, generating loyalty and retention.
Create “wow” moments
On this Customer Experience journey, another relevant tip is to look for opportunities to surprise your customers. Creating these “wow” moments is like offering a gift to the customer, which helps create memories that people will positively associate with the brand.
Think of these moments as the cherry on the cake that is so unexpected that everyone thinks the cake was made by an incredible chef — even if it’s a “simple” recipe.
Note that these special moments do not only involve gifts or discounts. Service that exceeds expectations or even a personalized message can fulfill this role. The focus should be on making the customer feel special, valued and surprised.
By delighting the customer, the perception of the brand becomes more positive and lasting, in addition to being a way to possibly generate recommendations.
Use automation and technology
Increasing availability and efficiency is also essential for Customer Experience. Therefore, it is essential to use automation and technology strategically.
Options include tools such as chatbots, artificial intelligence, and other automation features. With these features, it is possible to offer instant and continuous support without overloading the team.
Automation also relates to the previous step, as it can help personalize the experience more accurately. Ultimately, the goal is to have technology optimize service and speed up the purchasing process, without neglecting customer satisfaction.
Seek constant feedback
In addition to implementing these strategies, it is essential to constantly seek feedback. Based on this feedback, it is possible to adjust and improve the Customer Experience.
The idea is to listen carefully to the client, both to understand what the responsibilities of the parties are and to implement suggestions. The focus is to seek the best possible alignment, which also becomes a competitive advantage.
This search for feedback is important even in cases of dissatisfaction. At Orgânica, we always remember what was agreed upon at the beginning of the project, remembering the limitations and resources agreed upon.
By returning to the conversation and correcting any misalignments, it is possible to restore trust — requiring patience and dedication. In the end, it is even possible to turn a detractor into a promoter.
Customer Experience Examples of Successful Companies
When we look for examples of companies that stand out with Customer Experience, we can find businesses of different sizes and segments. The main thing they have in common is their customer-centric approach, with innovation to meet the needs of the public.
A classic example is Amazon. The company is especially known for having revolutionized deliveries after listening to customer complaints about delivery times.
In addition to developing an efficient logistics structure, the company has already invested in solutions such as drones for fast deliveries and lockers where customers can collect their orders.
Another example I often mention is Azul. The airline shows concern for the customer at every stage, including safety instructions with creative versions, for example.
Furthermore, the company stands out for offering flights to destinations that are not available with other airlines. This helps to consolidate Azul’s reputation among customers seeking convenience.
We can also mention Nubank, which stands out for having revolutionized the way CX is done in the banking system. With humanized interactions and creative gestures, the fintech has consolidated quality service.
Overall, these examples show the importance of listening to the customer, innovating, and creating unique moments to ensure CX is successful.
The importance of Customer Experience training
Even knowing good strategies, creating quality service is not enough to consolidate a truly differentiated Customer Experience. That is why it is essential to seek training in this area.
It is through a learning journey that it becomes possible to transform theory into practice, ensuring alignment of strategies with your company’s real market.
In general, training is important to understand the impact of emotions on customer decisions and be able to use them to your advantage, for example.
With solid knowledge in this area, it is possible to anticipate desires, resolve difficulties and create truly memorable experiences.
Best Customer Experience Books
One way to train yourself and improve your strategy is through books on Customer Experience. With good titles, you have a kind of map that helps you transform interactions with the public into positive and relevant moments.
Among my book recommendations on the subject are:
- “The Disney Way to Delight Customers”, by Disney Institute and Theodore Kinni: is a classic that shows how details help to create the magical experience that Disney has built over the decades:
- “Customer Experience Journey”, of which I am one of the co-authors: explores several practices that can be applied in different sectors, with actionable CX tips;
- “Unforgettable Customer Experience” by Ken Blanchard, Kathy Cuff and Vicki Halsey: demonstrates how to continue to surprise and delight customers;
- “It’s the Customer That Matters”, by Michael A. Aun: explains how to keep the customer at the center of strategic decisions;
- “Happy Customers Give Profit”, by Gisele Paula: a reading that demonstrates how customer satisfaction affects financial results.
With these Customer Experience books, you will learn about different perspectives, success stories and strategies that can be adapted to your reality. In addition, it is a way to explore and consolidate essential concepts for successful initiatives.
Free Customer Experience Course
To get even further with your results, did you know that you can take a free Customer Experience course? Just check out Enjoy Minder Blog, where I share what I’ve learned throughout my journey.
In addition to being recognized 6 times as one of the 100 greatest experts in the world in Customer Success, I had the honor of being invited to create the first Customer Success course at an Indian university.
This helped me make the concepts applicable to everyday life, making them truly practical. On our YouTube, you can access practical knowledge that helps you implement CS and CX strategies effectively.
Delight your customers and boost your results!
As you’ve seen, Customer Experience is about consistently delighting customers. By combining appropriate strategies and correct measurement, you can transform this area and generate significant results.
A good performance in Digital Marketing can also help you and that is why I want to offer our knowledge as a Digital Marketing agency.
I want to make the Orgânica team’s knowledge available to help you. You can map opportunities, identify bottlenecks in customer experience, have personalized insights and learn how to integrate strategies that make sense for your business. The result can come in the form of more engaged customers and better results.
Get your free Enjoy Minder Digital Marketing Diagnosis and take the next step!
