Steve Jobs once said:
‘You’ve got to start with the customer experience and work back toward the technology – not the other way around.’
After reading this quote I wondered: What is the true definition of customer experience?
If you’re reading this blog, then you yourself are just as curious and/or care about customer experience. After doing extensive research I found that it is much more complex than I had initially thought. Many marketers including myself have been debating the definition of customer experience for some time, and until recently marketers have been able to come to a consensus. We now define customer experience as:
“How customers perceive their interactions with your company.”
Businesses may have a high-quality product that meets all the consumers needs, but if a customer gets a broken product that isn’t fixed, their perception of your company as lower quality then becomes the reality. Everything a company does contributes to how consumers percieve it, and therefore to the overall customer experience, including the messaging, products your business sell, the sale process, plus the engineering of the product or service you provide.
Customer experience is fragile and can change with each interaction, categorizing customer experience as a top priority at all times is mandatory in order to maintain a strong customer experience from here on out.
When considering how to improve customer experience, keep these aspects of customer experience in mind:
1. Value– Product availability, functionality and price point.
2. Create positive emotions– positive emotions are proven to be a leading factor in a consumers purchasing decision. A positive viewpoint on the product or company can open up a variety of opportunity.
3. Communication– be ready to communicate to your consumers! Provide a Live Chat on your site or a customer service line. Be ready to answer any questions your consumers may have.
When all is said and done, consumers want value for their dollar and want to feel valued by the companies they do business with. Customer experience is one of the most valuable aspects of a company. Managing that perception in all its forms should be a top priority for any organization.
