The Customer Experience, also called the customer experience or CX, is the experience that your consumer will form based on their interactions with your brand, which can be positive or negative. The Customer Experience looks for strategies so that the experience of your customers is the best possible, even before the purchase.
Do you remember how you felt during the last purchase you made? The experience you had is what the important Customer Experience segment is responsible for. You will see their relationship to attract, retain and delight your customers with your Inbound Marketing strategy and provide them with an excellent service experience.
The term customer experience (CX) arises from the interactions between a company and its customers and is based on the emotions and sensations they have once they know the products or services.
Auge Ray, an important Customer Experience leader, proposed the following pyramid, which considers the different levels of satisfaction that a customer will have throughout their relationship with the company:
Provide information that you can use:
The most basic form of CX is providing the necessary information to customers so that they can solve their problems, and this is where Inbound Marketing comes in.
If a person has lost their travel documents, a travel insurance company can offer a step-by-step of the paperwork required to get the documents back.
Although this information may be very basic, it is what begins to make the difference between brands.
Solve the problem when you need it:
To be frank, most customer service managers are focused on not solving their customers’ problems and only solving the company’s.
An example of this is the telephone or bank companies when a cancellation request is answered. Most of the time what is done is to make another type of offer, ignoring the problem that the client presented.
Inbound Marketing can help the company develop a strategy for people who have demonstrated recognition of a problem, related to a solution that the company offers.
Solve my needs when I ask:
There is a difference between solving an immediate problem and meeting customer needs.
For example, a person has just bought an apartment but does not know anything about the architectural firms that are associated with the construction company.
How about disclosing to your customers, through materials, the different associated services that your products have and even recommendations that facilitate meeting these needs?
Give me what I need without asking me:
Not every company or service is able to do this, but being able to provide the customer with what they need before they express it is a great way to generate commitment and loyalty.
When ecommerce companies alert by email marketing about the status of shipments, arrivals and inform about possible delays, these types of experiences give the customer the feeling of a real concern for their satisfaction and the knowledge of everything that happens with your purchase.
Give me what I need without thinking:
We are getting closer and closer to the top of the pyramid. We reach levels of service experience that can only be provided when brands review their products and processes in an era of big data, mobile connectivity and the Internet of Things IoT.
The redirects to pages, and the offers in social networks of interests that have been demonstrated through previous searches, are just a sample of this service experience that is given and that has metrics that allow identifying your performance.
Make me feel better, more secure, more powerful:
As in Maslow’s hierarchy, this level is more an aspiration than a reality, but there are some examples that are also guided by a collective perception, which encourages the consumption of a brand.
In this case we have Apple with its different devices, which in addition to offering the need for communication, have created their own ecosystem that provides the user with an experience far beyond the purchase.
The growth of other startups such as Uber, Airbnb, and others, is due to the fact that in their innovation model they have used this strategy of providing the feeling of power to the user.
The digital environment and its impact on customer service
It is this change in the way of consuming that has made many companies transform their models of attention or customer service, since in addition to providing good service experiences, it has become transcendental to also cover digital media.
According to the World Stats website, around 56% of the population of Latin America has access to the Internet and there are around 371 million Facebook accounts, creating the need for differentiated models for digital channels.
While some people believe that buying directly from a store is better for having direct contact with the product, there are those who prefer the ease of buying online anytime, anywhere.
It then becomes a differential strategy for a business to create an attractive website and an identity in social networks, that not only attracts more and more visitors and followers, but also loyalty and provide them with different and captivating experiences, that make them promoters of your business.
Now it is the customer who has the upper hand
The new era of information and consumption has brought with it not only the decision-making power of customers, but also their ability to interact and influence a brand. Gone are those advertising campaigns by offline media that kept the public, and their opinions, somewhat away from public knowledge.
This is something that has changed with Digital Marketing and the ability to access a lot of information in a few moments, from different devices, at any time and place.
It is the customers who have in their hands the power to do or not do business with the company, and in this process, there will be many competitors who will also be able to offer good prices and even a more service experience nice.
To show interesting figures about this, know some figures from the site clarabridge.com
- 55% of buyers would pay more for a better service experience, but only 1% of them believe that companies know their expectations.
- 89% of consumers stop doing business with a company after having a bad service experience.
- A 2% increase in customer retention has the same effect as a 10% reduction in costs.
The process of converting Leads into customers can include, within your Inbound Marketing strategies, content that, in addition to informing, helps customers to solve their problems and recognize all the solutions you offer, in order to start create a presence in decision making.
An orientation in internal processes always helps to provide the best experience for the customer, which can be carried out through small actions.
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- Digital Marketing Strategy