Traditional experiences no longer satisfy consumers. They expect the exceptional.
Customer experience, the perception consumers have of your brand, is based on their interactions across channels at different stages in their engagement journey. Customer perception is fragile, and it can make or break a brand.
It can have a significant impact on conversions and business revenue. For example, increasing customer retention rates by 5% can increase your profits by as much as 95% (Bain & Company).
A good customer experience can also improve customer satisfaction, build trust, increase customer advocacy, create personal relationships and help your business stand out. It requires:
Customers to be prioritized and appreciated
Personalized experiences
Friendly, empathetic customer service
Feedback to be addressed and improvements made
Value adds, such as offers or discounts
Data security
On the other hand, a bad customer experience can wreak havoc on your bottom line.
Factors that can lead to a bad customer experience include: poor tech support, subpar customer service, unclear website navigation or inaccurate pricing. All of these irk the customer and lead to a bad experience. Other key reasons that lead to a bad customer experience are:
Poor tech support
Subpar customer service
Unclear website navigation
Inaccurate pricing
Poor social media management
Ignoring customer feedback
Compromising customers’ privacy
Customers expect to be heard. A bad customer experience can be addressed by listening to the customers’ needs, resolving their queries and providing them with any necessary assistance. Being empathetic and courteous goes a long way.
How to Deliver a Wonderful Customer Experience
Great customer service, an easily accessible website and intuitive processes make customers happy. You also need to give your workforce the right resources and empower them to do what is best for the customer.The most effective way to improve your customer experience is to be proactive and architect a holistic customer experience strategy:
Create a customer journey map that encompasses every customer touchpoint
Analyze and address the breaking points in customer engagement
Streamline communication and keep customers informed
Use customer information to provide personalized experiences
Share customer experience data with your entire team
Drive retention-focused customer interactions
Provide multiple feedback channels
One way to address many of these is with the Adobe Experience Cloud, which is a combination of the following within a single easily accessible platform:
Adobe Marketing Cloud
Adobe Analytics
Adobe Advertising Cloud
Adobe Commerce Cloud
Adobe Experience Cloud enables amazing customer experiences by integrating the best solutions for personalization, marketing, commerce, advertising and analytics on a cloud platform. It also brings together service and support, and an open network that can help you deliver a wonderful customer experience.
Top 10 Customer Experience Books
Winning on Purpose: The Unbeatable Strategy of Loving Customers - Fred Reichheld
Leading the Customer Experie e: How to Chart a Course and Deliver Outstanding Results- Brad Cleveland
What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint - Nicholas J. Webb
Winning Her Business: How to Transform the Customer Experience for the World’s Most Powerful Consumers – Bridget Brennan
Experience Design for Customer Service: How To Go From Mediocre To Great! – Mark Stanley PMP
Customer and User Experience Maps: Step-By-Step Guide 2nd Edition – Robert Curedale
Influencer Marketing Center of Excellence: Expanding the Purpose of Influencer Marketing in Customer Experience Strategy – Liz Gottbrecht
The Experience Maker: How to Create Remarkable Experiences That Your Customers Can’t Wait to Share - Dan Gingiss
Strategic Customer Service: Managing the Customer Experience to Increase Positive Word of Mouth, Build Loyalty, and Maximize Profits – John Goodman
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