What is Customer Experience and how can you improve your results?

At gloo, we recognise that finding and sustaining growth is challenging. Customer Experience benefits are perhaps understood, but every business is unique, and this makes it difficult to know what you need to make these benefits work for you, especially when the advice you receive from others is full of jargon and avoids telling you what you actually need to do to get real results. 

If you feel isolated in this area, you are not alone. According to an Accenture B2B survey, 86% of B2B business leaders cite customer experience as a strategic priority, only 23% achieve strong returns on their experience-related investments. Almost as many— 20%—generate low or no return at all. 

Common Language

According to the experts, there is no commonly agreed definition for Customer Experience. So, we can have many businesses across multiple industries and verticals, making efforts to improve their overall customer experience (CX). However, the term "customer experience" is often misinterpreted or vaguely understood.

What is Customer Experience?

Despite the fact the definition of customer experience (CX) is contested, we, at gloo, agree that customer experience (CX) is an outcome because it's not just about what you give but what is received through the lens of your customer. Customer experience is different from customer service because it's about every interaction your brand has with customers and how it makes them feel, not just the service they receive at one touchpoint. Your business functions could be giving everything they have into providing excellent service. Still, if a customer feels like they have to reconnect and explain their needs at every touchpoint, the experience they are receiving doesn't match what you are giving. Ultimately, customer experience is the customer's overall perception of your brand.  

Why is customer experience important?

It's hard for us to express just how vital an excellent customer experience is for growth. People want to feel great so much that it often makes them return for more, especially if they know that they will receive a consistent experience that delivers every time. If you focus on making your customers feel great, through experience, you'll generate loyalty, support and advocacy for your brand, which, in turn, brings more enthusiastic customers your way. They 'tell-your-friends' approach is consistently underrated to the detriment of other brands; in an increasingly crowded market, customer experience is the ultimate method to stand out and differentiate your product/service from everyone else. 

How do I improve the Experience for my Customers?

If you're asking yourself this question, you're in the right place. Only 1 in 5 companies provide a good or great customer experience. So, we've created a jargon-free tip sheet on growth from "Experience" to give you something real and tangible that you can start using right now, no matter your focus. 

Here are our high-level Top 10 tips for you to consider:

ALIGN ACTIVITIES → ALIGN SUCCESS 

Give yourself the best shot at growth by connecting your experience strategies to your other business activities and success measures.

GROW FROM THE BOTTOM TO THE TOP

You wouldn't start with the roof when building a house, would you? Your Experience foundations are key: you can't build on something that doesn't exist.

NO BOSS BUY-IN? PERSISTENCE IS KEY

So, you're struggling to get senior buy-in and commitment to Experience. Best case scenario? Your results are minimal. Worst case? You'll fail.

CHANGE SHOULD BE UNDERWHELMING. KEEP IT SIMPLE

If you talk about 'Transformation', then it will never be delivered. Instead of creating barriers, remove them. Don't let your people suffer change fatigue.

ALWAYS DO THE RIGHT THING FOR THE BUSINESS

If internal policies, and in some cases, company politics, are stopping you from doing the right thing for customers, then act now. If even required, ask for forgiveness later.

IF NO-ONE IS FEELING IT, WHAT'S THE POINT?

If you talk 'customer' or 'employees' but don't follow through with actions to improve their experience, then they will never feel the benefit of your efforts.

EXPERIENCE IS AN EVOLUTION, NOT A REVOLUTION

You'll never achieve sustainable results if you try to overhaul your Experience strategy with revolutionary change; think big, but make change manageable and consistent.

ONE WORD TO UNITE THEM ALL

You need one common language across your business teams and functions, shared by every person, everywhere, all the time. We'll cut the mystery - the word is 'customer'.  

DON'T FORGET ABOUT SUPPLIER ENGAGEMENT

The natural focus of companies is on fostering customer loyalty, but that's not the only relationship you should be nurturing. A good relationship with your suppliers is vital for growth. 

AVOID THE LIP SERVICE TRAP. COMMIT.

Small changes don't mean this is a small project. With hundreds of small changes, you can expect big results, but only if you commit to seeing your strategy through to the end.

If you would like to learn more, you can join our Customer Experience Growth program or feel free to get in touchAlternatively, subscribe below. Whether you want to build on your current success or seek support in dealing with a challenge - we've got your back!

Check out our other latest articles in the growth resources section of our community platform.

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What is Growth Hacking

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