What makes a Great Customer Experience?


Table of Contents

What is Customer Experience?

Customer experience, generally referred to as CX, is the overall customer perception of a brand that is shaped by the cumulative customer-brand interactions from the start to the end of the customer journey. Customer experience has a huge influence on the success of businesses as it directly affects key metrics such as customer churn and the organization’s bottom line.

Exploratory Research Guide

Conducting exploratory research seems tricky but an effective guide can help.

What Makes a Great Customer Experience?

Let’s take a look at the four key components that come together to form a great customer experience: 

  • A Clearly Defined Customer Experience Strategy

Before you can improve customer experience, you must have a clear idea of your goals and visions. This will allow you to develop a clear and effective customer experience strategy for your organization. It is important to have a well-defined CX strategy so that everyone in the organization has a good understanding of the CX objectives and can effectively work toward the common goals. 

  • Customer-Centric Culture

In order to serve your customers better and deliver a great customer experience, it is integral to have a thorough understanding of who your customers are. When you understand your customers, you can tend to their expectations and preferences more effectively. Customers must be placed at the centre of all decisions made so as to truly provide them with great experiences. Brands can use tools such as customer journey maps and customer personas to learn more about their customers. 

  • Use of Customer Feedback to Address Pain Points

Your ex-customers can provide you with extremely valuable data that could help you identify key pain points that lead to customer attrition. By gathering information on why customers are leaving your business, you can take the right measures to address the issues identified and eliminate the pain point(s). By effectively addressing customer pain points, you can reduce your customer churn rate and increase your customer lifetime value. 

  • Continual and Consistent Improvement

Organizations that provide great CX prioritize consistent improvement. A CX strategy is not a short-term goal that can be achieved and then forgotten about. Brands must consistently gather data regarding customer satisfaction and pain points so as to keep up with the changing tastes, preferences, and expectations that customers have.

See Voxco survey software in action with a Free demo.

See Voxco survey software in action with a Free demo.

Advantages of Providing a Great Customer Experience

Organizations that are able to deliver a great customer experience enjoy the following advantages: 

  • Increased Customer Retention: When customers are happy with CX, they are likely to make repeat purchases and stay with the brand for a longer period of time. 
  • Increased Customer Conversions: Customers that are satisfied with their experiences with a brand are more likely to make a purchase.
  • Increased Customer Advocacy: Brands that deliver great CX generally experience an increase in word-of-mouth marketing, which can lead to an increase in customer acquisition and sales.

FAQs on a Great Customer Experience

ustomer experience is customers’ perception of a brand that is shaped by every customer-brand interaction from the start to the end of their customer journey.

Organizations that deliver great customer experience practice the following: 

  • Have a customer-centric culture
  • Address customer pain points in a timely manner
  • Have a clearly defined customer experience strategy

These are a few strategies businesses can employ to deliver a great customer experience: 

  • Gather customer feedback at every touchpoint within the customer journey to identify and address customer pain points in a timely manner
  • Constantly improve customer experience by gathering data on customer preferences and expectations and taking measures to meet them

Customer experience influences an organization’s key metrics including customer attrition, sales revenue, and customer lifetime value. It can therefore determine the success or the failure of a brand.

 Some advantages of delivering a great customer experience are: 

  • Increased customer advocacy 
  • Increased customer lifetime value (CLV)
  • Increased customer retention
  • Increased customer conversions
  • Questionable Credibility :

Credibility of secondary data is a question as the data is collected from outside sources. The success of secondary research depends upon the quality of research conducted by primary sources, since secondary data is derived from collective primary research data sources.

  • Outdated datasets :

Some secondary data may be outdated or incompatible with the latest use of statistical analysis.

Net Promoter®, NPS®, NPS Prism®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld. Net Promoter Score℠ and Net Promoter System℠ are service marks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.

Read more