Customer Experience: How customer journey impacts business
There has never been so much talk in customer relationships. Well, to strengthen this relationship, companies need to better understand their customers and work hard to provide complete consumer experiences. But how to make it work in practice?
In the Thomson Reuters Annual Report, Customer Experience is one of the biggest concerns of large companies leaders. The consultancy investigated how leaders see innovation in the corporate environment and found that the relationship is on the radar of the most tuned companies.
The customer experience is any interaction between an organization with its consumer. Whether conscious or unconscious. It’s a mix between performance, image, and senses that are stimulated; the emotions provided to the clients in each contact.
It would be very simple to say that the customer experience is based only on good service and quality of the deliveries. It goes beyond reputation and has to do with constant dialogue. The business success, whatever its market, is closely linked to the customer experience.
Check out the three types of customer experiences with businesses and how they can impact a business.
The client’s rational experience is related to elements such as quality of the product, good service, meeting delivery times, ease of contact, etc. That is, what is “palpable” and visible; deals directly with the basic needs of the consumer.
The management of rational experience, when done right, interferes directly in the purchase. People want to buy reliable products and services and expect to be served in a friendly way. However, loyalty and retention also go through emotional factors.
Emotional experience is directly linked to customer loyalty. And the emotion appears in the most delicate moments. Just take a quick look at the complaints that people post on social medias when they are poorly served by telephone companies, for example. In these interactions, it is very clear how emotional experience is a factor that should be considered. How can my products, services and relationship efforts touch my clients to the point of identify and feel affection for my brand? It is basically the answer to this question that needs to be constantly worked on companies.
The subconscious part of our brain is an extremely fertile garden. It all depends on the type of seeds that will be thrown on it. If the conscious layer of our mind is extremely selective and rational processes thousands of information per second, the subconscious accumulates the emotions that were filtered and left out, forming a large deposit of emotions. That’s why, often, a person doesn’t know verbalize repulsion or attraction that feels before some images.
Often, changing a word may refer to another conception, that defines the success or failure of a customer interaction. When the company provides the client a positive rational and emotional experience, also investing in constant communication and producing for itself a sustainable basis of reputation, the image it generates in the collective unconscious is kept in people’s minds.
Most innovative companies prioritize customer experience
In this video, watch what Richard Branson (Virgin), Jeff Bezos (Amazon), Tony Hsieh (Zappos), Gary Vaynerchuk (Vayner Media) and Herb Kelleher (Southwest Airlines) have to say about the customer experience – the compilation also features testimonial of legendary Steve Jobs, from Apple:
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