What is customer experience？ How to bring a good customer experience

Who can fail to understand that customers now expect more from businesses？ We've all had good and bad customer experiences。 Balancing the customer experience you want to provide with limited internal support and other priorities has put more pressure on companies -- especially when the ones enjoying the results are those known for being customer-centric。

In this article, we'll explore:

1. The definition of customer experience
2. Why customer experience is important
3. Trends and data on customer experience
4. Excellent customer experience
5. Improve customer experience
6. Analyze and measure customer experience
7. 客戶體驗 management
8. Customer experience books

Customer experience means？

Customer experience is everything that affects how customers perceive a business。

"Customer experience is the sum total of all the interactions a customer has in the entire relationship with the business or brand."Annette Franz is Founder and CEO of CX Journey。

Customer experience focuses on the relationship between a business and its customers, including all interactions, no matter how brief they may be or even lead to a purchase。 Whether it's a call to a support center, seeing an AD, or something as trivial as paying a bill, all interactions between customers and businesses can build (or break) relationships。 And most importantly, how do customers perceive these experiences。

"Customer experience is how a customer feels about all of their interactions with the business。"Dave Dyson, Sr.表示。 Customer experience evangelist, Zendesk "It includes all the ways customers interact with the business at all stages of the customer journey -- including the promotional materials they are exposed to before becoming a customer, the sales experience, the quality of the product or service itself, and the after-sales customer service they experience。

What constitutes a customer experience？

Customers now have more ways to interact with companies and experience customers than ever before。 These ways include:

• The traditional method of visiting a physical store
• Mobile phone application
• Social media
• Network/SMS chat
• Support platform
• Creative ways to advertise
• Even devices connected to the Internet of Things

When dealing with the complexity of the customer experience, you can draw a definition of the customer experience from each interaction, helping you bring the customer experience back to its basics。

• Culture, strategy, and process

當International data corporationWhen interviewed by the customer experience organization, more than 72 percent of respondents responded that there was a CEO or other senior leader in the relevant strategy。 In other words, senior management needs to use their influence and ability to ensure that the organization focuses on delivering a consistent customer experience across marketing, sales cycles, and customer service。 Leadership must set the tone and enforce customer service values across the organization that are willing to breakBarn effectTo establish strategies and processes in the customer experience and beyond to achieve business goals。 It is also the job of management to set priorities within the enterprise and to balance resource demands across departments。 "A customer experience strategy and value that doesn't have the resources to back it up won't go very far。"Dyson said。

• Products and services

這些必須符合客戶的需求和期望；擁有最佳Customer experience策略的企業以它們的知識和文化，在客戶求援前預測Customer experience需要。 An experience may not be materialized, but the elements that shape it can be。 "A product that meets a customer's needs and expectations requires less aftermarket support than a product that does neither。"Dyson said

• Human factor

Customer service agents, partners, vendors -- they all play an important role in providing a consistent customer experience。 This means understanding the business strategy, as well as providing the training and morale needed to successfully define and implement an impactive customer experience。 It also means to create a good Employee experienceTo facilitate employees to meet customer requirements and expectations。 "Training, tools, policies, processes, and cultures all need to serve people -- and customers and employees who serve them -- not the other way around。"Dyson said。 "How do you measure success, do you encourage people to collaborate or compete, what development opportunities are offered to them, to what extent are they empowered to make decisions to help customers -- all of these affect the employee experience and ultimately the customer experience。」

• 資訊

This can be business to customer, employee to employee, or partner to customer -- content, data, and analytics。 Internal and externalKnowledge management resourcesBoth play an important role in improving organizational efficiency and providing self-service options to customers。 If customers can respond to your marketing materials, be aware of this channel as well。

• Customer touch points and channels

This includes all the touchpoints and channels through which customers experience the organization -- phone calls, email, text, conversation, advertising, your website, and even third-party review sites such as Yelp。

• 科技

As the name implies, the modern customer experience relies on technology to drive services such asCustomer experience software。

What is the difference between customer experience and customer service？

The difference between customer service and customer experienceCustomer service務是Customer journeyCustomer experience is the sum total of all the interactions a customer has with a brand。 In other words, customer service is one of the pieces of the puzzle that make up the customer experience。

"Customer service is what's left when you break down the customer experience。 So, if we do everything right, execute the customer experience perfectly, or are great at designing and executing the experience, then we don't need customer service。"Because there is no problem with the product。 The bill is very accurate and clear。」 Annette Franz is Founder and CEO of CX Journey

Good customer service is very important to the overall customer experience of a business。 The agent is often the first (and only) human voice the customer hears, especially if they ask a question。

為甚麼客戶體驗這麼重要呢？

Customer experience matters because it affects a business's performance。 Customer perception of a brand is closely related to customer retention, lifetime value and brand loyalty -- according toZendesk's 2020 Customer Experience Trends ReportFifty-two percent of customers said they patronize brands they are loyal to。 In a very competitive business world where attracting and retaining customers is no easy task, businesses that ignore the importance of providing a fast and seamless customer experience may end up being overtaken by competitors who understand that good service is defined by the customer。 This means that even if only one experience does not meet customer expectations, it can seriously affect the brand reputation, and the tolerance of customers for mistakes is also moved to network 2.0 and further reduced。 If you don't like a product or the way a business interacts with you, finding alternatives is as easy as doing a Google search。 In fact, half of customers say they switch to a competitor after a bad experience, according to the Zendesk Trends report。 With more than one bad experience, the rate jumps to 80 percent。 "A good customer experience will bringCompetitive advantage。 Customers can often choose another option。"Dyson said。 "If you have a problem and you can't get in touchCustomer supportYou will be disappointed, see it as a bad experience, and may choose to leave。 A business that provides a good experience establishes customer expectations for the customer experience of similar businesses。」

10% of customers will switch to a competitor after a bad experience。 With more than one bad experience, the rate jumps to 80 percent。

As the market becomes saturated, many companies are realizing that the customer experience is their best chance to outperform their competitors。 In other words, if a good product and a competitive price are no longer enough to generate loyalty, a personalized experience can help you make a difference。

We took a poll to see which customer experience trend the team felt most confident about tackling。

Which #CX trend are you feeling most confident about so far this year?

— Zendesk (@Zendesk) April 30, 2021

What makes a great customer experience？

According to Dyson, a good customer experience makes it easy for customers to trade with you。 "A good customer experience makes it easy for customers to accomplish what they want to achieve by using your product or service。」他說。 "Customer loyalty is not about some big surprise moment, it's about being someone that customers can rely on and helping them to be easier。A positive customer experience might include:

• Set realistic expectations for a product or service
• Intuitive product design
• Easy to browse self-help resources
• Actively communicate information around a known problem
• The sales team made the price clear
• An on-call and responsive customer support team

The most important thing is that all teams work together to create a seamless, consistent experience for the customer。 Since a different department is usually responsible for each customer interaction, a separate satisfaction survey in each department is ostensibly enough to result in a good customer experience。 However, the tricky part about customer experience is that customers don't have a relationship with your business through a series of small interactions, but rather through one continuous interaction。 This creates problems for an organization in which each department operates separately and does not talk to each other。 The "barn effect" can result in repeated information, multiple forms, or an unnecessarily long customer journey。 For example, agents should have easy access to background information, such as the contents of a customer's shopping cart, the promotional emails they have opened, or even whether the marketing team is directly responsible for this information。 Likewise, the marketing team should be aware of past support interactions to deliver more targeted emails to customers。 Paying attention to the customer experience from a point-to-point perspective and ensuring that the customer's needs are at the forefront of every step is an important part of bringing about a good customer experience。

Seven strategies to improve the customer experience

When competition becomes more intense and economic instability is a foregone conclusion, we can still be sure of one thing: a good customer experience can bring success to a business。 But loyalty is not innate, it is earned。 Without proper strategies, results can easily be lost。 The good news is that the customer experience can be improved。 Improvement starts with putting the customer at the heart of the strategy。 Here are seven tips:

1. Build a feedback loop

Can customer feedback give you insight into customer expectations and how they are likely to change as your industry changes。 It can also tell you where customers are having trouble and identify what is going well。 The key is to accept feedback and do your best to respond to it。 It is important to create feedback loops with customers and respond to them。"Dyson said。 "This builds trust and ensures that you're not just paying lip service。Dyson also suggests creating an internal employee feedback loop。 Agents can help you collate customer feedback and provide insight into what is preventing them from providing good service, such as policies or processes that do not meet customer needs, or "barn effect" impediments to quick resolution of customer issues between teams。

2. Build an omnichannel experience

When you build an omnichannel customer experience strategy, you don't just need to be interacting with customers right where they are -- it's just the ticket。 Omnichannel representativeFurther, provide your customers with a consistent communication journey, a conversation history and background information that follows their experience through each channel。 Background information -- about who your customers are, the emails they've opened, the items in their cart, or the things they've discussed with you -- is important to providing a cross-channel experience。

3. Create a content management strategy

Customers often prefer to solve problems themselves rather than contact real-time online agents。 You can help them help themselves with data-based content。 These often take the form of articles or chatbots that quickly point customers in the right direction。 確保你的內容準確和緊貼最新發展非常重要；一則沒用的文章可以成為一次惡劣的體驗。

4. Bring personal experience

According to the 2020 Customer Experience Trends Report, 76 percent of customers expect to enjoy data-driven personalized experiences。 This may include interactions through their preferred contact method, account type or status, product recommendations based on purchase or search records, or some kind of personalized online experience。 Tailoring support to customers' personal data can bring long-term advantages, especially in the case of customer experience。 Collecting customer information (preferences, personalities, habits, etc.) can help agents provide targeted support more accurately and solve problems more quickly。 Might a user experience survey help your support services know how to bring about more personal interactions。

5. Empowering customers through AI

Gartner predicts that by 2022, 72 percent of customer interactions will involve an emerging technology, such as machine learning programs, chatbots, or messaging。 Ai-driven chatbots and virtual customer assistants are great tools for quick, repetitive work。 But when they reach their limit and can't provide further customer support, it's up to humans to help customers。

6. Bring an active experience

Responding to the needs of your customers is not enough to make you different。 When businesses become proactive -- anticipating customer needs and responding to problems before they worsen or even occur -- they can create a personalized, unique experience。

Proactive support is getting ahead of your technical problems, problems -- and reaching out to customers and providing them with information。 Hello, this is the problem we're facing right now, and here's what we can do about itAnnette Franz is Founder and CEO of CX Journey

An e-commerce company might place a chatbot on the payment page to answer customers' questions before they abandon their shopping carts。 Or, an Internet company might send a message to its customers informing them of an impending failure。

7. Use data and analytics

The customer and support associate information found in the data will provide you with many insights: the efficiency of the support organization, the satisfaction with the interaction, the behavioral trends of your customers, and much more。 The process of improving customer experience begins with exploring the meaning of data。

How to measure customer experience

"There is no single silver bullet for measuring customer experience," Dyson says。"" You need to look at all the details。 Customer experience is difficult to measure completely, so the more data you have, the better。"Here are a few possible places to start:

• Send customer satisfaction surveys

This will give you data such as customer satisfaction scores (CSAT) and net referral scores (NPS)。

• Computing Customer Effort (CES)

This will tell you how easily the client found the resolution in the latest communication。

• Analyze attrition rates, expansion rates, and customer lifetime value

"You can look at attrition rates and expansion rates across different groups and compare the two, such as those that have and support teams versus those that know customers versus those that don't。"Said Dyson。 "You know the support team is creating a good experience if those customers who contact the support team stay longer。」

• Conduct A/B testing for the new customer experience strategy

For example, when you integrate customer support tools with your marketing automation system, you can A/B test the email delivered to customer groups

• Think of your virtual following group as a community forum

Can discussions on social forums about weaknesses, feature questions, or how customers are using your product or service provide insight into what customers think of your brand experience。

• 將Customer service data看成Restart order probability and resolution time。

"Looking at how long customers wait for an answer is one way to measure customer experience。 No one likes to wait when they need help。"Said Dyson。

• Talk to employees who interact directly with customers

"Beyond the numbers, it's equally useful to talk to employees who interact directly with customers and find out what customers are telling them。"Dyson said。 For example, customer support might help you understand weaknesses that you can share with the product team。 "It's also key to ask the agent if there are any other difficulties。 If true, the client may encounter the same difficulties。 When you make an agent's job easier, they can provide a better customer experience。」

客戶體驗 management

Customer Experience Management stands for "designing and responding to customer interactions to meet or exceed their expectations, resulting in greater customer satisfaction, loyalty, and motivation。」Gartner says。 Fail to succeedManage customer experienceEnterprises usually adopt a fragmented approach。And they look at the different factors that drive the customer experience, and how can they each improve。 And while they're doing that, aren't they thinking carefully about how each factor affects the other。 This approach only exacerbates the factors that lead to poor customer experience management。 By adopting a more structured and comprehensive customer experience strategy, higher customer satisfaction andloyalty。 These are some of the areas you need to pay attention to when building your customer experience management strategy:

• 營銷

營銷在Customer experience力扮演的角色可能是最多樣性的；它需不斷調整，去符合客戶不斷轉變的需要。 Marketers are often responsible for building first impressions through advertising, publicity programs, and word of mouth。 The impact of these channels can be seen through public communication,Social mediaMarketing and brand exposure to continue。 The data collected through these customer touchpoints can help you create a more personal customer experience, which ultimately leads to more loyal customers。

• 銷售

The sales organization is responsible for solidifying the expectations of prospective and becoming customers。 In addition to the fast retail experience, the sales process is often particularly focused on the customer journey and meeting their needs。 This will provide valuable insight into what your customers are looking for (whether it be specific features, follow-up advice, support needs, etc.) which can ultimately influence your work on other aspects of your business。 When you provide a synchronized customer experience, your sales team's ability to shut down repeat purchases and reduce customer churn increases。

• 產品

一家企業提供的Products and services與它的Customer experience是緊密相連的；很多客戶都會為體驗而非獲得的產品付出更高昂的費用（就如高級餐廳和快餐店的分別）。 Beyond the immediate experience, details such as reliability, price, UX, ease of use, and the life cycle of the product are all about the customer experience。 The goodwill of a business is initially determined by the experience the product provides, and ultimately affects other aspects of the customer experience。

• Customer service

After the sales process, customer service is usually the main department that interacts with customers。

Support agents are responsible for collecting real-time feedback on the customer experience: they can know how the customer is interacting with the product, how the product is meeting customer expectations (if any), and how the base group is changing。 回饋是Customer experience最重要的一環；缺少了回饋，企業不能有效地進步。 An exampleZendesk SunshineThe CRM platform helps you connect customer data from different teams and business areas for management purposes。

Customer experience is very important

Investing in a good customer experience is important for all businesses, large and small。 Ultimately, your success depends on your ability to retain and attract loyal customers。 Failing to put customers first is tantamount to giving them away to your competitors。