Customer Experience: A bad experience makes the customer not recommend the business or, worse: recommend it negatively to their social circle.
Now, when it has a positive effect, it becomes a crucial tool because it will be a brand propagator in addition to becoming recurrent.
However, this is not the case, with 84% of online consumers dissatisfied with the service received and the non-resolution of their requests, according to a Harvard study in 2021.
Therefore, the Customer Experience mindset prioritizes the customer and adds tools to the business that not only provide better service but also lower the costs of acquiring new customers and makes the brand recognized positively. Follow below what customer experience is and how to implement it.
To Start With, What Is Customer Experience
Customer Experience, also known as consumer experience, comprises all interactions with a customer. That is, it is related to all angles of a company’s offers: quality of service, service platforms, shopping platforms, commercials, products and services and, most importantly, reliability.
It’s the impression your customers have of your brand as a whole across all aspects of the buyer’s journey, resulting in their vision for the brand and impacting factors related to outcomes, including revenue.
However, only some brands have sustainably structured actions to shape the customer experience based on two main pillars: people and products.
Hence having a clear awareness of the consumer’s desires and preferences and proposing an action plan that is constantly executed and evaluated by managers considering the people and the products and services available to them.
How To Benefit Your Business With The Customer Experience
Providing the best customer experience is a brand differentiator, which builds customer loyalty and makes them advisors.
This way, the business grows sustainably, retaining customers, constantly attracting new ones, and generating increased revenue and market recognition.
Even more so in an omnichannel universe, which integrates several on and offline relationship channels and platforms.
Therefore, you need to be connected to the customer and the market to understand how your company is positioned and apply the necessary measures to make the Customer Experience practical and present.
To this end, three aspects are essential:
- Conduct customer satisfaction surveys;
- Understand the rate and reasons for the loss of consumers;
- Review customer service and support.
After the evaluation, having an integrated system that manages and controls all areas is essential so that reports are generated, and the data corroborate the results obtained.
From this, the customer experience is adapted for each consumer profile and channel and can be adjusted, providing greater agility and history of each interaction.
With this, the business becomes closer to future consumers, as well as being able to offer an exclusive relationship for them. And ERP is this ally of Customer Experience.
Why Adapt Your Business To Digital Transformation?
Technological advances imply how companies carry out their operations and the modernized mentality that impacts everyone – employees and consumers. This process is known as Digital Transformation.
As a result, the work routine is based on technology, including tools that facilitate operations, optimize professionals’ time and reduce the chances of errors in daily activities.
Digital Transformation is when a company implements a digital mindset in all its sectors. In addition, it also works as a positioning strategy for the organization in the market since it stands out for its new solutions and special deliveries, compared to competitors, offering better resources and experiences to customers.
According to McKinsey, a technology consultancy, Digital Transformation can be applied to four main business pillars. Check below:
- Business models: allowing the creation of new ways of operating and invoicing.
- Connectivity: to achieve complete, real-time engagement from employees and customers.
- Processes: focusing on the consumer experience, using automation to improve services and deliveries.
- Analytics: adoption of a data culture that aims to improve decision-making.
This is a present reality and one that will continue to be necessary and demanded in the future. However, the fact is that it takes a lot of work to implement.
Digital Transformation is profound: technology is at the heart of the business strategy, guiding and supporting internal operations and the final product.
For retailers, more than having a Facebook page, a beautiful and functional website or a branded application is required.
Migrating all management to digital, where technology works as a beginning, middle and end for its processes and deliveries, goes beyond simply investing for funding; it is about accompanying a movement of those who matter: the customers.
The change in consumption relationship has been changing over time, and the new generation of hyperconnected, engaged, attentive and demanding people yearns for the added value of the purchase — the product + experience combo.
Currently, it is possible to purchase a few clicks on the screen of mobile devices without displacement, waiting time or other obstacles that, before, could be negative points at the time of consumption.
Digital Transformation is a solution that delivers the same quality with more comfort and practicality.