Customer Experience: What Is It? And Is Mine Good?

When we ask organizations about their customer experience and what it means, we tend to get different answers. The first might say it’s their customer journey. The second might say it’s a function within the organization responsible for existing customers. The third might say it’s owned by customer success. While companies have taken the word and more commonly made their own, there is a clear definition.

Customer Experience (CX) is the overall perception and feelings a customer has about their interactions with your brand at every stage - from awareness to recommendation.

The interactions along this journey can occur in many ways, including calls with your reps, your website, mobile app, social channels, customer service, and more

From a team perspective, we think about CX as a layer that runs across the various teams within an organization.

• It touches marketing at moments like language in ads, email or text communications, and for retention teams this can be post purchase emails, and more.
• For product, this can be UX/UI, understanding how customers are using the product, etc.
• For customer support/success, it is about understanding where the user is in their journey and providing the guidance needed to ensure a positive experience.

When you’re thinking about your current customer experience, here’s some key factors and questions to ask:

1. Ease of Use: How seamless and user-friendly are the processes and interactions for your customers? Are they able to find information and complete tasks without frustration?
2. Consistency: Is the customer experience consistent across different channels and touch-points? Do customers receive the same level of service and quality regardless of how they interact with your brand?
3. Emotional Connection: How do customers feel during and after their interactions?
4. Resolution of Issues: How effectively do you handle customer problems, complaints, or questions? Using CES (customer effort score) in addition to CSAT and NPS can help refine your support process.
5. Brand Perception: How is their experience shaping what they would tell someone else?
6. Long-Term Relationships & Advocacy: Given their experience, how likely are they to be a repeat customer or recommend a new customer?

If you’re scared to answer these questions or don’t know the answer, you’re in the right place! It is incredibly helpful to start with customer journey mapping (visualizing the customer's end-to-end journey) and collecting customer feedback.

This is where we come in at Rethink Labs. Our proven methodology and customer journey mapping, will answer all of these questions. We will work with you to analyze the findings and uncover areas of opportunity with clear steps to take for resolution.

In today's competitive landscape, customer experience has become a critical factor in driving retention, loyalty, and success. Prioritizing and investing in delivering exceptional customer experiences helps your business stand out, build strong relationships with customers, and achieve sustainable growth.

Contact us today to learn how we can help you architect the best customer experience and accelerate your business!

Cheers to the best experience,

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