Customer Experience (CX): Managing Customer Experience Malu Design

In an age where “everything is connected”, keeping customers happy when using products/services is the number one priority for any business. You must have heard a lot about the concept of Customer Experience – Customer experience. Yes, it’s not enough to sell a product these days, you need to make them happy in the whole process, from awareness to after-sales.

But building a happy customer experience is not a simple job, it requires care, and a vision that always puts the customer at the center of every step. The following article by Malu will share with you all the secrets for your business to improve and apply Customer Experience (CX) to business effectively.

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1. So what is Customer Experience?

Customer Experience (also known as CX, customer experience ) is the feeling of customers in the process of contact with the product / service of the business.

In other words, Customer Experience is the result of the interaction process between the business and the customer. Every time they visit your website to find information; at the kiosk you set up when sponsoring a concert; the process of using the product; participate in marketing activities organized by your business, etc. All of them constitute CX – Customer Experience.

Why is Customer Experience so important to your business?

Building a great customer experience is paramount to any business. Every good experience, you get from that customer a positive evaluation and promise to use the product / service in the future.

But in the Internet age that turns the world into a “village” like today, customers have the full ability and power to spread a good reputation from your business to the world. “Good reputation goes far”, do you also want good words about your brand to be carried everywhere? Of course there is.

Here are some benefits that you can get, if you build a good CX process:

Help retain old customers, increase customer loyalty to the business (Customer Loyalty).
Improve customer satisfaction (Customer Satisfaction).
Increase the effect of viral marketing: Get a “rain” of reviews, good reviews from customers.

>>> Difference Between Customer Satisfaction And Customer Loyalty

2. Difference between Customer Experience and Customer Loyalty

Customer Experience and User Experience, two concepts that seem to be one but turn out to be two.

You can understand customer experience (CX) as a broader concept than user experience (UX, which is used a lot in the design industry).

When it comes to UX, people are interested in how to make the user experience on a particular product as good as possible (that product can be a website, app or software). The inclination here is how to make the product interface most user-friendly, provide complete information while ensuring aesthetic elements, etc.

The goal of CX is broader, it involves all areas of a brand, from customer care, advertising, Brand Awareness , sales, Brand Perception , pricing to distribution.

It is not simply how to make the product easy to use, beautiful design, but how to “pin” in the user’s mind the best feeling about the brand and business from beginning to end, at any “touch points”.

For example:

You are a person with no knowledge of design. Fortunately, there is a software that can make it easy for you to design. The software interface is quite friendly, interacting with users through simple drag and drop ( good UX ).

However, there are a few points you are a bit confused about the software, like how to insert text into the background. Fortunately, you can call the customer service department of the software company directly. They show you the operations from A to Z, in just 1-2 minutes of conversation ( good CX ).

3. What is a good customer experience?

In fact, there is no clear standard to measure a good customer experience. To help you have a more intuitive view, we use research results from more than 200 experts in the field of Marketing , collected by Hotjar – the world’s leading enterprise specializing in analyzing and evaluating data from general public.

The results show that a business building a good customer experience must have the following factors:

Put listening to customer requests first.
Use feedback from customers as a basis to understand their desires and aspirations.
Build a standardized feedback collection system that is regularly collected and analyzed.
Minimize customer dissatisfaction in all “touch points”, quickly identify their problems and resolve them smoothly.

Thus, it can be understood: A good customer experience is to put customers at the heart of the business, from researching and developing products, to contacting and receiving their feedback after using the product.

4. 6 factors that can cause a bad customer experience

There are all 6 factors that can make customers feel uncomfortable during the experience, namely:

The wait is too long (during some problem solving).
Customer service staff do not understand what customers want.
Does not answer / does not resolve customer inquiries.
Too many factors are automated / Not enough help from company employees.
Services are not personalized (may not be suitable for everyone).
Rude staff, has a non-standard attitude.

If your business identifies 1 of these 6 issues, most likely, your business’s CX is not good. But this type of information, you can only recognize from the survey process, receiving feedback from customers only.

>>> Market Research – 6 Steps of Effective Market Research

5. How to enhance and apply Customer Experience to business?

It seems, Customer Experience is a very difficult aspect to improve. In fact, if you have an effective CX building process in place, nothing is too difficult to achieve. Let’s explore ways to enhance the customer’s experience with the brand with Malu

Define customer metrics

To solve a problem, it is common to reduce factors to quantitative form, i.e. in the form of numbers. This helps them determine where the business is in terms of CX-related metrics, and after taking corrective measures, whether the situation has improved (increased), or remained unchanged, or even worse. even worse (the index fell).

Usually, marketers often use 4 indicators to measure how good or bad a customer’s experience with a brand is:

Customer Effort Score (CES): This metric measures the ease of use of a business’ product/service. For example, is the payment process for company A’s product easy? Must go through 1 step, or many steps of the procedure.
Net Promoter Score (NPS): Usually this metric is used to measure how strongly a customer recommends a product/service to a loved one (e.g., on a scale of 1 to 5, would you recommend a product/service). use product A to your relatives, friends or not?)
Customer Satisfaction Score (CSAT): Used to measure customer satisfaction when using a product.
Time to Resolution (TTR): Used to calculate the time it takes for customer service to receive customer inquiries, until the matter is completely resolved.

Use effective metrics

Once you have the metrics you need to measure CX, it’s time to collect and analyze them correctly.

Usually, with the TTR index, it can be seen that: The shorter the customer care department’s problem-solving time , the better the customer’s experience with the brand and vice versa.

With indicators such as CES, NPS, and CSAT, businesses in the survey often use the Likert scale model to collect and analyze data.

This scale assigns guests’ responses on a scale of 1 to 5 (from very dissatisfied to very satisfied). The length of the scale can be 4 levels, up to a maximum of 8 levels, depending on the survey needs of your business.

Make employees feel satisfied with work

It sounds unrelated, but it is closely related. When employees feel satisfied at work, they will devote themselves to the business, how to bring the best experience to customers.

Customers from the outside, when seeing a dynamic and unlimited working environment, will also somewhat trust to use the products / services of that business.

>>> Brand Trust – Building Brands From Customers’ Trust

Focus on your strengths

You cannot be perfect in all aspects of CX. So, choose for yourself the activity that you consider to be your strength.

For example, the software you design still has many flaws. So, let the customer care department take care of customer advice and support, or reduce the price of the product at an appropriate level. Customers will easily accept the shortcomings of the brand, and do not hesitate to send you good reviews.

Put the customer at the center

This is the most important thing to improve the customer experience for the brand. How do customers want the product/service to change? You apply it to the next update. Does customer service have a slow response time? Find ways to improve them. Or product design is not satisfied customers? Immediately replace the new identifier.

>>> Use Persona – Customer Portrait to understand customers’ thoughts and behaviors

Enhancing Customer Experience – customer experience with the brand is not a simple job. But you can completely improve them through measurement tools, surveys, focusing on your strengths, and most importantly, putting your business in a customer-oriented mindset. focus for development.

> Emotional Branding – How to build an emotional brand

Hope the above information is useful for you in making business development policy. Good luck!