Now you can know precisely what they think of your business and use it to your advantage; The best time to receive honest feedback is when the experience unfolds.
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Buyers once relied on a “mom-and-pop” salesperson (like their neighborhood general store owner) to find exactly what they wanted.
Based on what he knew, he would locate the perfect product and often suggest additional items that the customer hadn’t even thought of.
It’s a picturesque setting. But that’s definitely a thing of the past.
Today’s consumers, bombarded with information and choice , often renege to find the products or services that best meet their needs.
Technology & Customer Experience
Advances in information technology, along with data collection and analytics, are making it possible to offer customers something like—or even better than—the advice of that old-fashioned neighborhood store owner.
Using increasingly specific data, personalized interactions are created, leading consumers to the “right” goods for them.
Improvements in customer service experiences today allow companies to grow their revenue by 4% to 8% above their market.
If you want to find out what your customers think and feel in real time, you must first have some concepts very clear.
CX vs UX, how are they different?
In general, most marketers know the difference between User Experience (UX) and Customer Experience (CX).
However, it is also true that on LinkedIn or in some posts there is still a certain confusion when it comes to defining what UX is and where CX comes in.
There are major differences between the two, although they are closely linked. What should be clear is that UX is not a discipline separate from CX.
It’s not that one overlaps with the other, either. However, the important thing to understand is that one of them (UX) is part of the other (CX).
Customer Experience is the set of perceptions that a customer has after having interacted with a company/brand.
These perceptions, therefore, can be rational, physical, emotional, and/or psychological.
In addition, they can occur at different times and “accumulate”, progressively creating in the customer’s mind their perception and final brand assessment.
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Logically, this affects consumer behavior, influencing their brand loyalty, the increase or not of consumption with the company, or even their prescription forever.
Therefore, it could be said by way of conclusion that UX is integrated within CX.
Here we will focus on Customer Experience.
The 4 benefits of optimizing your Customer Experience management
Faced with multiple globalized offers of access to similar products and services, consumers have begun to prioritize other issues.
If businesses are able to positively interact with their brand’s customers before, during, and after the purchase itself, they can enjoy the following benefits:
- Increased Brand Value:
A company’s monetary price responds to several factors, including the non-material valuation of the brand, based on the symbolically positive perception that customers have or do not have about it.
Customer Experience optimization results in better customer experiences and therefore higher market value.
- Increased Customer Lifetime Value (CLV):
This refers to the financial value that a customer has for a company over its entire “customer life”.
With this metric, companies can now know how much money they need to spend to acquire new users, or to retain existing ones.
An improvement in the customer experience can lead to an increase in CLV.
- Strengthening customer loyalty:
Research shows that 73% of consumers say a great customer experience drives them to make new purchases with the same company.
Source: pixabay.com
Applying proper CX strategies can then result in consumers coming to identify with brands even forever.
- Cost reduction:
Conversely, negative experiences with a company can cause customers to turn to the competition, or leave the brand for good.
Obviously, a high churn rate implies significant financial losses, so optimizing CX can help both reduce negative customer reviews and save unnecessary reinvestment expenses.
How do you collect your customers’ preferences from your own CX?
According to Google , 63% of people expect brands to use their purchase history to provide them with personalized experiences.
What customers want or prioritize is critical information for any business and can be gathered in many ways.
This can be anything from background tracking and automation (email campaigns, social media surveys and contests, phone surveys, etc.), to research and direct in-store information gathering.
The more opportunities to capture user preferences a company’s CX offers, the more complete and accurate the projection that company can make about what its consumers will want in the future .
A key challenge to be able to collect these preferences is to have agile management software that guarantees to be able to work with large volumes of user experiences in real time.
Through innovative technological solutions, it is now possible to improve the performance of any organization, delivering high-impact information to manage the customer experience (external and internal).
The Value of an Interactive Customer Experience
Proposing such an experience means using technology to your advantage to interact with customers on a one-to-one level (user-business).
It’s about personalizing each consumer’s experience as much as possible and in real time.
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The purpose of this form of communication is to enhance the brand experience for many people without the need for additional human resources.
3 Keys to Why Creating Interactive Experiences Is Important
- Better ideas: the voice of the customer in every decision. Let honest consumer input guide and improve their own CX in real-time.
- Non-judgmental: eliminate individual/group biases to use the information obtained in the best possible way.
- Committed innovation: Testing and seeing results in real-time is always fun. Your employees will love to react, take risks, and explore the best way to interact as a “challenge.”
In the past, interactive experiences were very rigid and it was quite obvious that as a customer you were interacting with a robot (or something similar).
Thanks to advances in machine learning and artificial intelligence, interactive communication is now a much smoother process.
In fact, all indications are that they adapt faster than many customer service collaborators, working with more valuable and accurate data for the person with whom they are interacting.
A clear example of this kind of interaction is efficient in-store customer satisfaction surveys.
In this sense, there are modern proposals that further speed up the whole process: touch screens with an emoji system are placed directly, facilitating and simplifying customer participation.
Knowing the preferences of consumers not only helps you to perfect the performance of products or services, but also allows you to shape effective marketing messages, understanding which distribution channels are most convenient.
In this sense, in-store customer surveys offer a great way to reach hundreds or thousands of people at the same time.
There’s no excuse not to.
Find out what your customers are thinking and feeling in real time
Global Metrics allows you to collect information directly from customers in store.
We know how to help you continuously improve your brand experience.
In addition to working with real-time metrics, you can also count on alarm systems to learn about negative experiences.
Your customers (and collaborators) are waiting to give you the information you need to innovate and improve. Give them that chance!
With Global Metrics, you enjoy the following benefits:
COLLECT USEFUL, ACTIONABLE DATA: Get insights directly from the source. Measure your NPS and receive complaints, suggestions, and congratulations.
STAY AHEAD OF PROBLEMS: Real-time alarms will give you the edge to manage problems before they escalate.
HAPPY TEAMS AND CUSTOMERS: listen to your consumers and collaborators to achieve a healthy culture that is transmitted in an experience of excellence for your brand.
Get a real, unbiased picture of what’s going on in the trenches of your business. The key to achieving this? Your Customer Experience (CX) proposition.
If you need more information on how to get direct, regular, and real-time feedback, go
to https://globalmetrics.io/contacto/
