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What to consider when creating a customer experience? Customer experience management in practice

Agnieszka Szczepanowska
12/12/2023 | 5 min read
What to consider when creating a customer experience? Customer experience management in practice

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    Customer Experience (CX) is the impression that your brand creates on consumers. It is not just about the efficient functioning of the customer service department. It is just one of many elements that can either deter potential buyers or encourage them to make repeat purchases. Marketing campaigns are also just one component of CX. They are important, but they won't contribute anything if you don't take care of the whole.

    So, how should you take care of the customer experience? Comprehensive. But don't worry, it won't exceed your capabilities. You can go through the whole process step by step, systematically.


    Persona, who is your ideal customer?


    In order to meet your customers' needs, you need to know more about them than they know about themselves. You can build your brand by providing a certain feeling or by solving pressing problems. Every consumer has their own dreams and difficulties. In order to respond to them in a way that delights them, you need to know them inside out. You need to know what causes them, where the people who have them are at, and where they would like to be with your help. And that's just the beginning of your journey.


    It's obvious that you don't base your business solely on one customer. However, the next steps in building a good Customer Experience will be easier if you define a persona, which is the ideal representative of your target group. Note down their age, gender, and marital status. Where do they work? What do they do in their free time? What do they read? How do they spend their time online? What language do they use? What products from the competition have they used, what did they like, and what didn't they like? Only then can you tailor your offer to the needs of your audience and quickly gain their trust.


    Your website and the content you publish are the first element of effective CX


    Do you think that having a nice website will guarantee your success? Not true. What is nice for some users may not be enough for others. Therefore, don't try to have a universal website that will please everyone. You will achieve the opposite effect and immediately create associations with mediocrity.


    Graphics alone are not enough. Loading speed and user-friendliness matter. What questions might your customer have? How quickly will they find answers to them? Will the tone of communication repel them or encourage them? Don't expect internet users to come in and immediately add products to their cart or schedule a conversation. First, they will read. Make sure to address their objections right here. This way, you will save a lot of time.



    Time is the key word in the world of customer experience.


    As you can see, the purchasing process starts long before the order is placed. And the order is not its final stage at all. Make sure that the customer can easily and quickly contact the customer service department and feel important while doing so. An approach focused on their comfort will immediately give you an advantage.


    What else? Send the package or arrange the service delivery as quickly as possible. Then thank them for the purchase and encourage them to contact you if they have any concerns. Also, encourage them to fill out a short satisfaction survey. A simple message will reassure the buyer that you won't leave them alone in case of any problems.


    Also, respond quickly to online reviews. Thank customers for positive reviews. Treat negative reviews as a valuable source of information about what you can improve and as an opportunity to repair the relationship. Never tell a customer that they are wrong. It is completely ineffective from the perspective of Customer Experience and, worse, it negatively affects the image of your brand among future viewers.


    Quality and customer experience. What should you think about?


    At every touchpoint with your brand, the customer must be delighted with the quality. Okay, but when should they feel this delight? When they visit your website. When they see an advertisement. When they choose a product. When they receive a package, unpack it, and use the purchased products. When you provide a service. When they need help from your company. And even when they are repelled by it.


    Impress them with your approach, reliability, and attention to every detail.


    Customer experience management. What tools can make it easier for you?


    When you look at all the steps you have to take, you may feel overwhelmed. It's worth using applications that systematize the whole process, based on semantic analysis of big data. Effective marketing utilizes artificial intelligence and machine learning. By using tools such as, you can turn improving the customer experience into a task list and automate communication at the same time.

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