The most important reason as to why people buy one product over another is no longer based on quality or price, but rather a feeling. With customer experience management (CXM), companies work methodically on exceeding the expectations of their customers, as well as delighting them. Here, you can read about what small and medium-sized enterprises can do to ensure a good customer experience.
The greater the choice, the harder it is. These days, do we choose the one product from a selection that impresses us with its quality and pricing? No, not any more. Because standards and pricing are too similar in many product categories nowadays, we primarily choose products that make us feel good.
The experience we as customers have of various touchpoints with a company is decisive for our purchasing behaviour. The feelings that products trigger in customers become the most important differentiating elements within the competition. For this reason, customer experience is currently way ahead on the agenda for many companies.
The definition of customer experience management: what delights the customer?
The customer experience is everything a customer encounters and associates with the product, the brand or a company. Companies work with customer experience management to ensure that these impressions are effective at all a brand’s touchpoints along the
customer journey. Overall, the aim is to achieve the utmost customer satisfaction for all encounters. Or to put it another way: delighting customers.
The Harvard Business Review reports that companies have introduced a new position for this task in management: the
Chief Experience Officer (CXO). With this person, companies ensure that all employees understand and live the idea of focusing on an inspiring customer experience.
According to this definition, customer experience assumes the marketing function. Today, the customer experience is just as crucial in determining how a brand is perceived and how successful it is commercially as classical marketing with promotions and advertising campaigns once was. Experts speak about “customer experience marketing”. The digital
transformation opens up many new opportunities for innovative customer experiences online and in the analogue world.