01. WHAT IT IS

What is customer experience? And why it’s evolving

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Typically, when people talk about customer experience (CX) they mean traditional sales and marketing touch points along the customer journey (for example, attentive store clerks in attractive stores and simple and beautiful apps and websites). In the past, when executed well, CX investments have yielded good results: customer retention and acquisition, increased sales and loyalty.

But the world has changed. How we interact with brands has evolved and so too has customer experience. Even before Covid-19, digital was already impacting how we all live, shop, work and play—and the pandemic has upended things even more. Many of the consumer behavioral changes we are seeing today are likely to stay with us for a long time, possibly forever. Some have been in motion for years. Many have now been accelerated.

All of this affects customer experience.

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02. WHY IT MATTERS

Understanding customer experience

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Customer experience is many things, but it can broadly be described as the perception a customer or a B2B company has of a brand. These perceptions can lead to life-long loyalty to a brand.

Customer experience is many things, but it can broadly be described as the perception a customer or a B2B company has of a brand. These perceptions can lead to life-long loyalty to a brand. It’s vital that brands remember that every interaction people and businesses have with them elicits some sort of emotion. Whether good, bad, happy or sad, the feelings people experience are then associated with that brand. This can result in your customer asking some all-important questions: To buy or not to buy? To love or not to love? To return or not return?

Brands who want to increase customer acquisition, customer loyalty, customer engagement and drive growth need to think about delivering more exceptional experiences. With so much at stake, brands need to ask: is great CX enough to meet customer expectations and elicit positive emotions? Brands who want to increase customer acquisition, customer loyalty, customer engagement and drive growth need to think about delivering more exceptional experiences. With so much at stake, brands need to ask: is great CX enough to meet customer expectations and elicit positive emotions?

03. WHERE IT IS GOING

The future of customer experience is the business of experience

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Customer experience is many things, but it can broadly be described as the perception a customer or a B2B company has of a brand. These perceptions can lead to life-long loyalty to a brand.

Imagine you’re a business looking to place beverage vending machines in your offices. The beverage retailer can offer you a one-size-fits-all experience, such as showing you pictures of various beverage displays. But a better approach would be to use augmented reality (AR) or virtual reality (VR) to create a bespoke, personalized and customized experience so that you can see exactly how each type of machine would look in your office space. Because of this great customer experience, you and your business colleagues are happy, and your business will use the same retailer next time you want a vending machine. Every interaction is important.

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