Customer Journey Mapping
- Thought Leadership
The right customer experience insights can propel you ahead of competitors. If you’re wondering what your customer needs, wants, and expects from your business, the solution is a strong CX strategy. In fact, companies that lead with consumer sentiment and experience outperform lagging competitors by nearly 80%.
It starts with a CX strategy—a detailed plan that outlines how you'll approach, manage, and measure customer experience across your organization. And with a customer-focused strategy, you can reap the rewards of customer satisfaction, retention, and loyalty.
Now, before we go down the rabbit hole of CX, let's clarify what defines customer experience and what differentiates it from customer service. Then, we'll explore how you can take your customer experience to the next level to create an unforgettable journey for your customers.
Customer experience (CX) revolves around the impression your customers have of your brand through every step of the buyer's journey. Each touchpoint—from customer care and marketing to product design—impacts the CX.
Still not sure how customer experience plays out? Think back to a time when you were...
These are customer experiences. The quality of your customer experience can shape how you're viewed, which can ultimately impact the financial success of your brand. New research shows that a whopping 84% of businesses that invest in enhancing their customer experience have experienced a noticeable boost in revenue.
It's easy to think customer service and customer experience are one and the same, but customer service is just one part of customer experience. Customer service refers to the immediate support a customer gets when they have a question or issue. Customer experience, on the other hand, encompasses the entire journey of the customer, from discovery to post-purchase.
Ultimately, customer service is only one piece of CX. You can have an excellent customer service team that leaves customers satisfied when they need help. However, if your website design isn't up to snuff or your marketing messaging falls short, the customer experience will be a flop.
While customer service is obviously important—customer experience goes beyond customer service. To design a high-performing CX strategy, you need to take into account all customer touchpoints and how they work together to give your customer the best possible experience.
Do you want a brand perception that is emotionally compelling? An experience that leaves customers feeling satisfied, supported, and eager to repeat?
Seventy-three percent of consumers say a good experience is critical in influencing brand loyalty. If you want to attract and retain customers, you need more than a desire to provide a good customer experience—you need planning and action. Your customer experience strategy is the gateway to happy and satisfied customers. It ensures how you treat customers and how they interact with your brand is consistent across all customer touchpoints. With a well-defined CX strategy, your brands will leave a lasting impression with every customer interaction.
So, what can you do immediately to improve your company's customer experience?
If you're looking to bolster customer satisfaction, decrease churn rate, and boost revenue, here are three steps to jumpstart your customer experience strategy.
If you want to build a solid customer experience—you need to know what they love and desire. Eighty percent of customers say they're more likely to do business with a brand if it offers personalized experiences. Dig deep into customer data to identify customer personas, uncover customer preferences, and evaluate customer pain points. Once you know who you're targeting, you can tailor your products, marketing, and customer service to anticipate their needs and knock their socks off.
Unsure about customer preferences?
Don't make guesses. Ask your customer base directly. Polls, interviews, and surveys can be a great way to gain customer insights, so use them to keep tabs on customer expectations and satisfaction. You can also set up in-person interviews to get feedback on customer experiences. The more customer experience insights and data you have, the better positioned you'll be to build customer experiences that customers love.
People want more than transactions—they want to connect with brands that align with their values, preferences, and lifestyles. Consumers form brand loyalty because they emotionally connect with a brand, remembering how they felt using a product. And empathy leads to sales. Companies that prioritize emotional connections with customers outperform the sales growth of their competitors by 85%.
The stats continue to show that a positive customer experience continues to be linked with customer loyalty.
73% of consumers say a good experience is vital in influencing their brand loyalties.
87% of customers who say they had a great experience will purchase again from the company, compared to 18% of customers who had a very poor experience.
70% of Americans have spent more money doing business with a brand that offers great service.
Focus on building relationships based on trust and understanding so customers feel understood and valued as individuals rather than just numbers in a database.
How can you be sure that the time and resources you're investing in your teams, process, and technology are reaping the rewards?
The key to success lies in business outcomes.
Define customer value for your organization with priority metrics to improve. Here are a few key performance indicators to track.
Repeat purchase rates
Net Promotor Scores (NPS)
Customer satisfaction (CSAT)
Customer support ticket trends
Customer churn data
Customer Lifetime Value (LTV)
Quantifying customer experience is one of the biggest challenges companies face. So, choose a metric that reflects customer value and use these numbers to gauge the effectiveness of your CX investments and apply valuable customer experience insights to improve CX initiatives.
The digital age has empowered today's consumers.Customers have countless product or service options at their fingertips, plus the information and tools necessary to educate themselves and make purchases. Any brand that wants to enjoy continuous success must provide outstanding customer experiences.
We know that starting a CX strategy from scratch can feel daunting. But you don't have to go it alone—at Rebel, we use consumer research and strategy to find truths in places you wouldn't expect. We're up for it if you are. Let's go there together.