Customer experience
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This post was written by Geoffroy

People and companies have been facing a massive change in just a few weeks, and their personal and professional life may be affected in the near future. Many workers had to work from home and have been on their own. This is the reason why digital toolkit made them more connected than ever before.

The outcomes are that people will be strongly connected and will be more focused on values of life and work and business. This is the right moment to think about how to connect and engage with your customers, and how to really show that you are a company that cares about his or her clients.

What is Customer Experience exactly?

The Customer Experience (also known as CX) is defined by the whole interactions and experiences your customer has with your business throughout the entire customer journey, from the first contact (via a phone call, an email, a demo request…) until they become a “happy” customer.

Why is Customer Experience so important?

Consumers are more demanding, more empowered, and more discerning than ever. Their expectations are increasing and they’re already defined by previous experiences with companies that are already connected and tailored to their wants and needs.
Customer Experience is then an integral part of Customer Relationship Management (CRM) and the reasons why it’s important for a company are summarized in 2 points:

  1. A customer who has a positive experience with a company, and its service or product, is more likely to become a loyal customer and even an ambassador.
  2. A customer who is happy and for whom you show that you care about him or her, is more likely to remain a customer and even buy new services/products in the future.

What’s the difference between Customer Service and Customer Experience?

Basically, customer service is only one aspect of the entire customer experience. Let’s take an example, you book the next trip when it will be possible 😊, and you buy a flight ticket. You buy it on the phone and the person you are speaking with is friendly and helpful, that’s good customer service. Then, on D-Day, you’re taking your plane and there are still seats available in the 1st class and the company and the crew upgrades your ticket to be in 1st class, that’s a great customer experience!

Why a CRM is needed to manage Customer Experience?

Using CRM software is key in order to understand and develop your Customer Experience. It will allow you to:

  • Provide good customer knowledge on his/her purchase history, his/her history with your brand, his/her taste…
  • Create and deliver targeted email marketing campaigns
  • Make you able to understand the 360-degree view of your customer
  • Allow everybody in your company from any department or country to understand the relations you have with one specific customer so everybody can answer to this client. CRM is a collaborative tool.

Finally, we will suggest you below 4 strategies to develop your Customer Experience and for which a CRM is a key to implement them:

  1. Create a clear customer experience roadmap
  2. Create a relationship with your customers
  3. Retain and capitalize customer feedback in real-time
  4. Measure with your teams the ROI from delivering great customer experience