The customer experience (CX) is the customer's holistic perception of their experience with your business.
It refers to how a brand or business engages with its customers throughout their buying journey — from marketing to sales and customer service.
In large part, it is the result of every interaction a customer has with your business. It could be from navigating your website to receiving the product they bought and engaging with you on social media.
At every touchpoint, you can impact your customer's perception and influence their decision to come back or not. In other words, CX defines the success of your business.
With increased competition, customers differentiate based on the experience they had with your company rather than comparing specific products or features.
The better the customer experience you offer, the more repeat customers you will receive.
Customers want brands to make them feel special and valued, and they prefer to buy from businesses they trust. This is why CX is critical for any company.
Some of the key benefits of offering a superior customer experience:
CX is a subjective concept that relies on certain metrics that indicate customer experience in your business. It is the process of surveying customers to collect data on their satisfaction level across various touchpoints.
This data is then analyzed to arrive at a conclusion — understanding the CX across multiple channels, departments, product usage, and more. These data-driven insights help businesses further enhance their customer experience.
Customer experience is measured using three different ways:
NPS is a customer loyalty score that is derived from asking customers a simple question:
"On a scale of 1 to 10, how likely are you to recommend this product or company to a friend?"
These scores are then categorized to understand how happy customers are with your company.
The CSAT score survey measures the satisfaction level with the product or service they receive from you. The survey asks a simple question:
'On a scale of 1 to 7, how satisfied were you with your experience with us today?' (of which one indicates the lowest satisfaction and seven the highest).
The CES survey asks — 'How easy was it for you to solve your problem with us today?'
It measures the customer's experience with a product or service in terms of how 'difficult' or 'easy' it was for them to complete an action.
There are five responses to that question: Very easy, Easy, Neutral, Difficult, Very Difficult.
Customer experience is dynamic and requires constant improvement. Here are some practices to be followed to continue providing excellent CX: