Customer experience (CX) is, innately, about human to human connection. For a company, customer experience is the sum total of all the touchpoints, engagements and exchanges a customer has had throughout their life (buying journey, relationship) with your brand.
When a company decides to invest in becoming customer-centric and deliver great customer experiences, they often begin by looking at their technology. Can we email our clients at each step of their journey? Can we track what they are interested in? Can we see how they are making their decisions and make those touchpoints more compelling?
On the one hand, that makes sense because it’s easy to map out technology. It’s easy to rely on analytics and buy new tools and upgrade the customer relationship management (CRM) system.
On the other hand, that is all about the company and has nothing to do with the customer.
Good customer experience always begins with understanding your customer – what your people like and want, how they perceive value, their pains and frustrations and motivations, what their challenges and goals are and what’s really important to them among other things. It’s about knowing your customer so well that you can predict what they will need and want before they get to that point. It’s about having empathy and placing yourself in your customer’s shoes in order to deliver (or upgrade or innovate) the right solution at the right time.
Customers today expect their experience to be efficient, consistent, seamless and relevant – that’s the most basic level of customer experience today. As customers are becoming more sophisticated, and as companies are upleveling their digital presence to get attention and wow their audience, people now expect customer experience to be delightful, emotionally-evocative and memorable.
Naturally, this requires existing internal silos to unite in collaboration, back-end systems to connect for data flow and marketing to be much more strategic, intuitive and on-point with customer conversations. The customer experience can no longer be left to chance; instead, it is cultivated and supported by the operational entirety of the company.
That goes for your internal customers as well in that your corporate culture needs to support your employees in delivering their best performance, growing their careers with new skills and opportunities and being recognized for their contributions to the overall customer experience.
And that’s what makes great CX – a human-centric orientation that combines empathy, insight, technology, employee care and systems for the sole purpose of delivering and innovating in-the-moment value to your customers (whether or not they have purchased from you yet).
Good customer experience gets your brand in front of customers; great customer experience keeps you there.
Download your personal Savvy Experience Blueprint (for free!) now to help you upgrade your customer experience.