Customer experience: definition, challenges, best practices

Having satisfied customers in your company is essential for the evolution of your business. It is therefore important to take care of the customer relationship in order to allow each potential buyer to have a good customer experience with your company. That’s why leading companies are investing more in immersive experiences. We speak of customer experience to designate the relationship between the customer and the company, whether for a purchase, a service, an advertisement or other. It is therefore necessary to focus on the right strategies in business to allow the customer to have a positive experience with your brand. This is a marketing strategy that usually pays off when followed carefully. In this article, we explain everything about the customer experience.

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What do we need to understand about customer experience in business?

Every customer of a company has a connection; a perception of their experience with the company. That said, the customer experience is the experience that customers have with the company, whether it is virtual or physical. There are several factors that go into assessing this overall customer perception. This starts from the first contact with the company and continues throughout the purchasing process and beyond. The customer will then be able to evaluate his experience with the company through contact, exchanges, navigation on the company’s website and others.

It is important to note that more and more companies today are opting to use modern marketing tools to communicate with their customers. One example is the chatbot, which is a conversational robot. It automates discussions between customers and the company for a better customer experience. Like many other marketing actions in business, this tool must allow customers to have a truly immersive experience with your brand.

However, there is a nuance between corporate customer service and customer experience. The first one refers more to customer relationship management. Indeed, the customer service takes into account the management policies, the marketing actions aiming at identifying and treating efficiently the customers’ complaints. Simply put, customer service is a part of the overall customer experience in companies.

It should be noted that a customer experience will be considered good when the customer finds satisfactory answers to all his expectations. This is why the company must focus on marketing strategies to improve its image with the target clientele. Among other things, the company can rely on customer satisfaction surveys and promotions for its products.

What are the challenges of the customer experience?

Companies are generally faced with the challenge of improving their customer experience as much as possible. The objective is to optimize the customer journey, whether online or in physical stores. This is the first, if not one of the most important issues in customer experience. This will require a simple and intuitive customer experience throughout the purchase process and beyond.

Companies, through their customer services, are now focusing more on automation in the processing of customer requests. Generally, it is the files with low added value for the company that are subject to automated management. Tools such as chatbot, callbot, dynamic FAQs are to be cited as examples here. With these tools, the company can focus on objectives that add more value.

The other challenge of the customer experience is personalization. It is therefore important to implement a strategy aimed at closely monitoring the customer’s emotional state. Even for a digital customer experience, the marketing strategy to be adopted by the company must take into account this personalization of the customer experience. Geolocation and messaging tools should be useful here.

Finally, improving the customer experience also gives the company a significant competitive advantage. The availability and responsiveness of the contact center are therefore essential elements to integrate for customer satisfaction and loyalty. It will be a marketing policy allowing a good positioning of the company with respect to the competition.

Satisfied customer

Best practices for a successful customer experience

It is important to note that there is no magic formula for a good customer experience in business. Therefore, companies should not try to copy others since each customer is unique. However, there are some indicators that will help to detect whether the company is providing a good customer experience or not.

Identifying these indicators helps you focus on the right strategy to achieve this result and achieve optimal customer satisfaction. The first good practice is to focus on listening to the customer. We’ll talk about both passive and active listening, which should be priorities for your brand. In addition, it is essential to take into account the comments and opinions of customers for any marketing policy you wish to implement. This implies that you will need to set up a feedback system to get feedback on your customers’ opinions about your products/services.

In addition, to improve the customer experience in companies, it is important to conduct customer satisfaction surveys. These surveys can be done periodically or on an ad hoc basis to collect customer opinions about the company. It should be noted that the survey (whether virtual or not) is based on a questionnaire. The design of the questionnaire depends on the company’s objectives, but it should allow the respondent to feel comfortable throughout the process.

As you can see, it is important to ask the right questions in the survey questionnaire if you want to get usable results. Get to know your customers, their needs, and use digital tools to improve the customer experience.

What are the indicators of a good customer experience?

Thanks to the increasing digitalization, companies now have many tools to measure the performance of the customer experience in the market. Customer satisfaction indicators (KPS) are a good way to measure the customer experience that users of your services have had. The Customer Effort Score (CES), the Net Promoter Score (NPS), the Customer Satisfaction Score (CSAT) are other indicators to recommend. This is to measure the level of customer satisfaction following a customer experience with your company.

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Amandine Carpentier