What is customer experience? Understand the importance and check out 5 tips

Customer experience is the name given to the set of interactions that a consumer has with a brand and the impressions that this relationship leaves on him. So, if the interaction was fruitful and left the consumer with a good impression of the company, we can say that the customer experience was positive.


 

A customer experience with a company is formed with each interaction between them. This subject is increasingly in vogue because, today, the consumer is not only more demanding, but also more attuned. 

Therefore, for a company to stand out in the market, it must go far beyond beans and rice. That is, you should not only focus on meeting the expectations of your audience, but on exceeding them.  

There are many reasons for this, including the fact that 71% of customers say that will switch to a competitor after a bad experience with a brand, according to the Zendesk Customer Experience reportOf 2022.  

The same study also points out that 92% of customers say that a positive service experience increases the likelihood that they will buy again.

Keep reading and understand what customer experience is, the importance of it and check out 5 tips on how to apply it to your business!

What is customer experience

A customer experience is the name given to the set of Interactions that a consumer has with a brand and the impressions that this relationship leaves on the user. So, if the interaction was fruitful and left the consumer with a good impression of the company, we can say that the customer experience was positive.

However, as we have seen in the data shared above, a single negative experience is capable of driving a customer to look for a competitor. 

When multiple negative experiences occur, the results are even worse. The same report cited above indicates that 81% of consumers would switch to a competitor due to several bad experiences.

To prevent this from happening to your business, it is essential to invest in positive experiences that strengthen the relationship between your brand and your consumers. This can be done in several ways, for example, optimizing the purchase process

How important is the customer experience to the company?

Faced with such a competitive market, consumers have multiple options for companies and products to hire and have their demands met. 

Perhaps no other organization does what your company does, but even so, hardly a customer will accept having multiple negative experiences with you.

In fact, surveys such as the magazine Pequenas Empresas, Grandes Negócios point out that, currently, customer service is more important than the quality or price of the product or service. 

Thus, we can say that a positive experience is capable of increasing the retention rates e company loyalty, as well as reducing churn rate. And, according to research released by the Harvard Business School, increase customer retention rates in 5% increases profits from 25% a 95%.

Therefore, there are different possible answers to the question “how important is the customer experience for the company?” But the main benefits are:

  • increased consumer satisfaction;
  • better retention rates;
  • churn rate reduction; 
  • enhanced company reputation;
  • increase in revenues;
  • scalable and sustainable business growth;
  • increase in average ticket

How to manage the customer experience? 5 tips

Once you understand what customer experience is and its importance, the next step is to put it into practice. But how to do it? 

Ensuring a positive customer experience should be part of the company's culture. In that regard, she must be in everything: from the quality of the telephone service to the shopping experience within your e-commerce. 

Check it out below 5 tips to apply a good customer experience in your e-commerce:

1) Understand your customer and their buying journey

2) Invest in omnichannel

3) Customize communication

4) Apply satisfaction surveys

5) Use technology in favor of experience

1) Understand your customer and their buying journey

The first step in delivering a quality customer experience is understanding who he is, what do you want, e where do you travel

Think about it: what are the touch points what does he have with your company? Think about this: what points of contact does he have with your company? And, from there, ensure that the consumer experiences an excellent service experience in all of them.

If you run a brick-and-mortar store, you need to ensure that the service professionals are friendly, helpful, and efficient. If you have a virtual store, you need to invest in improving the user experience, adopting, for example, a faster page load fast.

Also, it can optimize your pages to make it easier for the customer find what he's looking for through resources such as smart search e recommendation windows.

Want to know 4 reasons to use smart recommendation windows in your online store? Then check out our video!

 

2) Invest in omnichannel

One of the most relevant current demands is the omnichannel, that is, the provision of multiple channels so that customers can be served wherever they prefer. 

Not finding quality and integrated service within the channel they are in can generate great frustration for the customer and contribute to a bad experience. If he doesn't find support for service or to make a purchase on a channel he likes to use, for example, he may look for other companies that offer this type of contact.

That way, in addition to the negative experience, you end up encouraging the consumer to go to a competitor that offers what you don't. 

The ease of the service and purchase process is one of the key factors when it comes to customer experience. Therefore, to ensure good results, offer support and the possibility of purchase in all the preferred channels of consumers.

3) Customize communication

Communication with the customer should be as personalized as possible. From your marketing actions to your chat service: everything must ensure that the customer feels unique and important to the company. 

In addition to calling the buyer by name, have access to information about him, such as what he has already purchased, how many times he has done business with the company and much more. For this you must have the right technologies. 

Within e-commerce, for example, one of the ways to guarantee the contact personalization with the buyer is through smart shop windows, which can be customized according to that user's search history within the site. 

Use storefront customization capabilities to improve your customer's shopping experience and increase your company's revenue. That's solving two problems in one shot!

Read also: Standalone virtual showcase: how to customize automatically.

4) Apply satisfaction surveys

There is nothing better than asking the consumer directly if he is satisfied with your company, what he believes could be improved and what he misses when relating to the brand. 

Apply satisfaction surveys to measure the results of your strategy and always keep yourself in a process of continuous improvement. 

5) Use technology in favor of experience

Without a doubt, the tech is an important ally in client management. It can be marketing automation, sales CRM and data control, as well as other tools that allow improve the shopping experience of the customer. This is the case of SmartHint tools:

All of them focus on personalizing and optimize the customer buying process, making it faster and simpler. The result is a better shopping experience and greater conversion rates for the company. Understand how to use them to improve your e-commerce experience, retain customers and generate more sales. Meet the technology!

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Rodrigo Schiavini

Rodrigo Schiavini

Founder and business director of SmartHint, he is also regional director Paraná of ​​ABComm, with more than 10 years of experience in electronic commerce for major brands in the most varied segments.
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