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What is Customer Experience (CX)?

18 January 2021
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When was the last time you had a great experience as a customer? So how did this experience make you feel? Do you remember the previous bad experience you had? How did you feel then?

A positive customer experience, that is, your customer's satisfaction and happiness, directly affects your company's success. Because the person most likely to become a loyal customer is a happy and satisfied customer. The best customer is one who will promote your business for you. A customer is both loyal to your company and promotes their experience through word of mouth.

What Does Customer Experience Mean?

The two main factors that make up the customer experience are people and products. Customer experience, also known as Customer Experience (CX), is your customers' holistic perception of their experience with your business or brand.

Customer experience results from every interaction a customer has with your business, from browsing the website to talking to customer service and purchasing the product/service from you. That's why an excellent customer experience is key to your success.

What Does Customer Experience Cover?

Today, customers have multiple choices to interact with and experience businesses. These options are;

  • Store visits operating in traditional real space,

  • Mobile applications,

  • Social media posts,

  • Web / SMS calls,

  • Support forums,

  • Efforts from marketing

It consists of situations such as devices connected to the Internet of Things.

Importance of Customer Experience

Customers have the resources to educate themselves and shop independently, along with a wealth of options to choose from at their fingertips. Therefore, it is essential to provide a remarkable experience and ensure that they can continue their business relationship with you. Customers are your best resource to increase your brand awareness.

It might be a good idea to measure your customer experience to identify what you're doing well and where it needs improvement. In addition, today, the power of the sellers has passed to the consumer side. There is a tool that gives them this power, and that tool is the internet. Several channels on the internet further increase this power in the hands of the consumer. These channels are social media platforms, online shopping sites, various forums, and online dictionaries.

How is Customer Experience Measured?

  1. Analyze customer satisfaction survey results.

  2. Identify the rate and causes of customer churn.

  3. Ask customers for product or feature requests.

Why is Customer Experience Important for Your Business?

Delivering a great customer experience is essential for businesses. The better experience customers have, while reducing customer complaints and returns, increases positive comments and recommendations about your business.

The benefits of delivering a great customer experience include:

  • Increased customer loyalty

  • Increasing customer satisfaction,

  • Positive word of mouth, positive reviews, and recommendations.

What are the differences between User experience (UX) and Customer Experience (CX)?

User Experience (UX) deals with the people who interact with your product and the experiences they get from that interaction. Measurement metrics of user experience; success rate, error rate, abandonment rate, task completion time, and click completion.

On the other hand, customer experience (CX) covers all person's interactions with your brand. The overall experience can be measured by the likelihood of continuing use and the possibility of recommending it to others. Therefore, user experience is part of the customer experience. However, the customer experience may include features outside of a product's user experience.

A good digital UX gives the user/client the ability to:

  • Finding information on a website quickly and easily

  • Completing the desired task with ease

  • Easily search web pages.

A good customer experience provides a user/customer with the ability to:

Have a pleasant, professional, and helpful interaction with company representatives

I am feeling generally optimistic about the overall experience with the company and everything related to it.

What is the Difference Between Customer Experience and Customer Service?

Customer service is only one part of the entire customer experience. Customer experience, on the other hand, is a customer's general perception of your company based on their interactions with your company. Customer service refers to specific touchpoints within the experience where a customer seeks and receives assistance or assistance. Examples include calling an operator or interacting with a service provider via email to request a refund.

Customer experience is more significant than customer service. Customer experience includes all stages, from the first time they hear about you in a blog post they found on Google to when they call you to complain about your product.

A Good Customer Experience How?

A good customer experience can be achieved if:

First, make listening to customers a top priority across the business.

  • Use customer feedback to understand your customers in-depth.

  • Implement a system to help you collect, analyze and act on feedback regularly.

  • Solve your customers' specific problems and challenges.

What Is a Bad Customer Experience?

Customers who encounter the following situations may have a bad customer experience.

Difficulties encountered in the purchasing process.

  • Long waiting times

  • Employees who do not understand customer needs

  • Unresolved problems/questions

  • Too much automation / not enough human touch

  • Non-personalized service

  • Rude/angry employees

  • Customer Experience Examples

The customer culture, which adopts the customer-first approach, also means meeting the customer's expectations more effectively. Finding ways to make a customer's life easier increases their overall experience and builds brand loyalty that creates successful brands.

If we look at the customer experience stories of some brands globally, we can see this more clearly.

Global giant Nike is undoubtedly a brand leader when it comes to personalization. First, offering customers the chance to design their shoes made the rather impersonal nature of an online experience more personal. Next, Nike By You provided a service for personalizing sports shoes and allowed its customers to customize a product for this unique customer experience. Next came Nike+, a membership experience that offers users an app with customized recommendations, guided workouts, and training tailored to members' interests and passions.

When Apple told its customers to "Think Differently," it promised a personalized future to its target users. But unfortunately, the apple did not fall for the trending things and preferred to set the trend itself.

As a leading technology company globally, Samsung has undertaken an unprecedented project in Turkey. The project he wanted to develop; was a video call center project. In its project, whose customer base is the hearing impaired, Samsung aimed to establish an emotional bond with people and make the deaf's life easier. And it was successful too. Thanks to this innovative customer experience, Samsung will surely reap the benefits in the long run.

customer experience customers great customer experience user experience ux
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Aysun Şahin Besci

Fatma Aykut, who graduated from the Radio and Television Department of Süleyman Demirel University, worked as a Broadcast Operator and Correspondent in a local television for 7.5 years. She is currently studying Advertising at Atatürk University and is a content editor at Istanbul Business Institute.

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