When people think of customer experience, they often think about a moment in time. But customer experience actually encompasses all of the moments in which a person engages with a company.
A simple yet effective definition of customer experience is that it is “how customers feel about every single interaction with a brand.” Besides from being appropriately all-encompassing, this definition also singles out customer emotion by noting that it is how they “feel” about doing business with a company.
https://www.forbes.com/sites/dangingiss/2018/02/28/how-to-identify-the-customer-experiences-that-will-get-amplified-in-social-media/#55821b05d4a2/
Whenever I hear about an organization with a "chief customer officer," my first thought is, "well, shouldn't that be everyone's job?"
It really should, and maybe that will help what appears to be an increasingly dire situation. A recent study by Forrester Research states that the average customer experience (CX) is getting worse, not better. "The data also shows that trust in companies has dropped precipitously," according to a report in Marketing. The report urges companies to engage their employees more intimately with the CX process, and even make it "an internal disruptive force" within the organization, with plenty of corporate culture consideration. "CX teams have implicitly covered culture change in the past, but it’s becoming more enshrined in their roles. That’s because the CX skill set transfers well to employees."
https://www.forbes.com/sites/joemckendrick/2018/02/24/enterprises-seek-to-sharpen-their-customer-experience/
Things have changed, big-time. Businesses that have maintained an above-average American Customer Satisfaction Index (ASCI) in their industry for the ten years between 2004 and 2014, have delivered 400% the returns to shareholders as those with average scores (McKinsey, Putting customer experience at the heart of next-generation operating models). In the last decade, through the Great Recession, mastery in customer experience has delivered a CAGR of 15%.
The shock factor is huge here, because it teaches us that customer experience has become the new master. Satisfy your customers, and grow rich. This is radically different than what business schools taught twenty years ago. Customer experience has always been a survey, an afterthought, a checkbox. Now it is your primary profit generator.
https://customerthink.com/customer-experience-is-either-everybodys-business-or-nobodys-business/
Now, more than ever, a customer’s relationship with certain brands is relying on the CX. Marketing professionals are responsible for this relationship between customer and brands, that’s why it’s obviously their job to take care of the CX. There’s a good number of reasons why CX is so important in data-driven marketing, and here are a few of them:
https://customerthink.com/why-customer-experience-is-an-integral-part-of-data-driven-marketing/
NelsonHall and NASSCOM have launched a new study titled Digital Customer Experience Services: How India Can Lead the World which reveals that, despite suggestions that the rise of digital channels will lead to reduced outsourcing and a shift away from offshore service delivery, the opposite is the case – and India is set to benefit.
https://martechseries.com/sales-marketing/customer-experience-management/digital-customer-experience-will-enhance-indias-role-cx-services-delivery/
The Digital Marketing Trends Report by Econsultancy and Adobe asked companies to indicate the single most exciting opportunity for their organization in the upcoming year – and once again, the same answer came out on top.
Can you guess what the most exciting opportunity for a business is?
If you guessed ‘customer experience’ (or CX), you guessed right.
https://www.superoffice.com/blog/customer-experience-strategy/
Customer experience leaders make lots of presentations to describe the customer perspective. Storytelling may not be in their job description, but if their goal is to compel an audience to take action, it’s highly effective.
http://www.destinationcrm.com/Articles/CRM-News/CRM-Featured-Articles/Voice-of-the-Customer-CX-Leaders-Need-to-Become-Customer-Storytellers-123281.aspx/
Customers are exposed to more choices than ever before, and that means the experience your brand presents them with is make or break for your business. The 2017 report Customers 2020: A Progress Report, by Walker customer experience consulting firm, found that 86 percent of buyers will pay more for a better customer experience. By 2020, customer experience will overtake product and price as the key brand differentiator.
http://www.youngupstarts.com/2018/02/14/4-ways-to-optimize-the-digital-customer-experience-in-2018/
Recent years have seen heightened attention–and spending–on customer experience (CX). For many companies, customer satisfaction is the primary target for most of their CX investment. That seems like a worthy goal, but is it enough?
Many CX industry experts suggest that businesses should focus on CX practices that help them create a strong emotional connection with customers.
https://customerthink.com/5-key-lessons-about-emotions-and-customer-experience/
I’ve always been intrigued when I hear customer success professionals refer to customer experience as customer success.
A lot of that has to do with the fact that customer success professionals believe customer experience is a subset of customer success. Customer Experience professionals, on the other hand, believe customer success is a subset of customer experience.
The Customer Experience vs. Customer Success debate has been an interesting one.
http://customerthink.com/is-2018-the-year-customer-experience-and-customer-success-converge/
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