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How Do You Define Customer Experience
Your breath gives evidence of life in your body. It can be as simple as the droplets of water it contains to the presence of DNA which confounds those who study it. Comparably, the breath of any company can be seen in its customer experience.
So what is meant by customer experience and what advantages does it provide our company? As a business owner, these questions are absolutely essential. One corporate analytics firm defines customer experience as “...how your users or potential users receive and interact with every touchpoint of your business.” 1
First, let’s examine who those customers are (current or potential). Who belongs in our company’s target market? This is answered in ways such as analyzing who will benefit from our products or services, customer profiling, and collecting data from our competition. Once these and other steps have been performed, we will have an understanding of who our customer is.
Next, we need to evaluate the interaction with every breath of our company. The ways in which our company’s breath is received by customers is innumerable. These may include the way customers absorb our marketing campaign, how they navigate our mobile app, how they review us on sites such as YELP, as well as their returning to purchase our brand or service. These are only a few examples of how a customer interacts with our company. It is no longer just a survey at the end of a conversation with our customer service representatives. The customer experience is a complex web of details encompassing every employee and their contribution to our reputation as a company.
Finally, what advantages can positive customer experience contribute to our company? Walker Information Inc. a consulting firm, collected feedback from 550 CEO’s and 400 customer experience professionals and reported that “CEO’s overwhelmingly say the customer experience is the most effective way to create a competitive advantage. Companies that are most effective reap the benefits - they grow significantly faster than the market.” 2 This leaves little doubt as to the impact a healthy customer experience imparts on a company.
While biologists continue to research the code of DNA, seeking to solve the questions of human life, our company must remain unrelenting in the pursuit of superior customer experience; taking every step necessary by each customer experience professional to maintain a positive breath upon those current and potential customers.
Meet the Author
Melissa Nichols
Hi! I'm Melissa Nichols, a writer here at Crossbridge. I have been with the company since August of 2022. Outside of working, I enjoy watching my sons play baseball and basketball, going on thrift store adventures with my daughter and relaxing on my porch swing at our country home. My family and I are actively involved with the Youth Group at our church where my husband is the Youth Pastor/Assistant Pastor. I like to encourage others with this simple phrase: "Choose Joy".
