Customer experience (cx) has become one of the most important factors in holding one's own in a highly competitive market. Companies that offer an excellent CX are more likely to retain their customers in the long term and attract new ones. They improve their global image - their public image -, expand their advertising as if "by itself" through enthusiastic customer reviews and recommendations and ultimately increase their sales as a result. This is why companies are increasingly promoting cross-departmental CX management. But what is a positive customer experience and how do you create it?
The customer experience (cx) has become one of the most important factors in holding one's own in a highly competitive market. Companies that offer an excellent CX are more likely to retain their customers in the long term and attract new ones. They improve their global image - their public image - and expand their advertising "by themselves" through enthusiastic customer reviews and recommendations, ultimately increasing their sales. This is why companies are increasingly promoting cross-departmental CX management. But what is a positive customer experience anyway and how do you create it?
A good customer experience - what is it?
Definition(s)
The term customer experience, or CX for short, refers to the experience that customers have with a company:The experience they have with a company or A "good" CX is therefore an experience that meets or even exceeds the needs, expectations and wishes of the customer. CX has become increasingly important in recent years as it has been recognized that satisfied customers are more likely to be loyal and the reputation of the company benefits from this.
Positive CX for increased customer loyalty and a better reputation
One of the main reasons why CX is so important for customer loyalty is that customers today place at least as much - if not more - value on their experience with a company than on prices and products. They expect a seamless and positive experience from the first interaction to the purchase and use of the product or service.
A positive CX creates trust and increases loyalty to the brand: if people have been satisfied with a company in the past, they are more likely to visit it again and purchase its products or services again. For the company, greater customer loyalty ultimately also means higher revenue - and that you stand out from the competition as a provider:
If customers have a better experience at one place than another, they are more likely to remain loyal and recommend it to others. If, on the other hand, they gain a negative impression - i.e. have a "bad" CX - this usually results in negative reviews and harmful word of mouth. Meaning:
Negative CX experiences can significantly damage a company's image.
This makes it clear why good CX management is important. But what specific measures lead to a more positive experience and perception?
Reaching satisfied customers - tips for a better CX
Well thought-out customer experience management is an important building block for long-term success: to offer a good CX, companies must ensure that all interactions with their customers are smooth, simple, fast and pleasant. This includes clear communication, fast response times, personalization, reliability and a high level of customer support. A prerequisite for good performance in all these areas is a deep understanding of customer needs and expectations
Acting in a customer-oriented manner - in our external appearance
1. Customer loyalty through personalization
The more companies respond to the individual needs of their customers and personalize their offering, the more likely they are to feel valued and taken seriously. Marketing automation tools help to collect and evaluate customer information and create customized content. This creates "realer", better "experiences".
2. Seamless CX in the digital age: the role of a good UX
A simple and intuitive user interface on the website or app helps customers to find their way around easily. Clear structures, an appealing design and logical navigation are important for this: User experience (UX) refers to user satisfaction at the digital touchpoint. The more positive they feel about their interaction with an app or website, the more likely they are to become or remain customers.
3. service first
Fast response times are also crucial for your customers' satisfaction: well-organized, friendly and competent customer service that processes inquiries quickly and professionally ensures trust and goodwill. In training courses and workshops, employees learn how to better adapt to customer problems and requests.
4. trust
Companies that manage to build an emotional bond with their customers - for example through stories and images - are more likely to feel connected to the brand, leave positive reviews and recommend it to others. It is important to build a kind of "relationship".
5. Formulate the brand message as clearly as possible
A consistent brand message that is expressed in all customer interactions and marketing materials also has a positive effect on the company image and customer trust in the brand.
Focusing on CX within the company
The implementation of an optimal CX is certainly associated with internal company challenges. Here you can see which ones are common and how they can be overcome:
Problem
Solution
"Silo" thinking
Departments and teams work in isolation from each other and hardly exchange information. This inconsistency leaks out to the outside world
Customer-oriented corporate culture
Better: All departments and employees are focused on CX and work together. Training and workshops raise awareness of CX throughout the organization.
Lack of customer data and analytics
Without comprehensible customer data, it is difficult to impossible to develop a targeted CX strategy
Data-driven CX strategy
Analysis tools collect data on customer behavior and satisfaction. This can be used to get to know customers better and respond to their needs.
No customer feedback
Without the real voice of customers, an important foundation for successful CX management is missing.
Use feedback tools
Introduce surveys, customer reviews and social media monitoring to get regular feedback from customers
Old technology
Outdated, heterogeneous IT systems make it difficult to access current, relevant data and to react.
Using modern technologies
The use of artificial intelligence (AI), machine learning (ML) and big data analytics helps to collect extensive data and increase the learning speed of programs. Chatbots that respond to customer queries and offer personalized solutions are also becoming increasingly popular and are bridging periods of absence.
Conclusion: Improve CX to become more popular and successful as a company
Today's customers not only expect excellent products and services, but also a seamless and pleasant experience throughout the entire purchasing process - the customer experience is therefore becoming a decisive factor in the image that a company conveys to the outside world. This does not mean that product development and operational efficiency should be neglected - but those who truly understand their customers' needs, consider CX as part of a holistic strategy and take it into account in all business processes will significantly enhance their company's reputation
