Customer experience and business
Providing a good service/product experience to customers is directly proportional to their loyalty.
It is thought that building and improving the CE (Customer Experience) has a high cost to the company, so much so that it does not allow itself the luxury of dwelling too much on its actual advantages.
By working with customers to improve their experience in consuming the product or service offered, it can be a great source for building their customer base and also having the opportunity to discover other ways to improve the efficiency of marketing and sales operations. Furthermore, using the knowledge of its customers, and contextualizing it, serves to maximize the service/product offered and therefore provide an experience that creates a link with the company.
For a company, maintaining a good level of sales and loyalty among its customers passes through an understanding of their needs and the ability to adapt to their behavior in the short and long term: whether it is online or traditional channels, customers gravitate around your business because they not only respond to their direct needs but also because they provide quick and comprehensive answers to the so-called Customer Pain.
Customer-side perception of the company: customer-company bond
Prospects, for example, evaluate the company’s offer based on its competitors, the perception of the values transmitted, and how these are then interpreted from person to person. In the consumer’s mind, this image creates a positive/negative/neutral perception based on his personal experience and attitudes.
The Customer Experience influences the consumer, together with the perception of the brand values (created by a series of brand-building activities), so much so as to push him to have confidence by putting the company to the test by purchasing the products or services.
Once a first purchase is made from a prospect, he becomes a probable customer. They continue to buy, becoming customers, only if their Customer Experience is perceived as a high value, so much so that brand promotions, price competitiveness, and more are overshadowed.
The Customer Experience influences the consumer, together with the perception of the brand values.
How to improve the EC?
A method has been developed to improve customer service processes: Customer Experience Management.
Many business sales processes do not consider one of the most critical elements of the experience, which is the perception and feedback of customers, and carefully observe what they say and criticize contextualized to their experience.
An example? How do we know what is the acceptable shelf life of a garment before it becomes unusable until a customer reports it? Today this problem is already widespread, given the very poor quality of products in the clothing sector.