Customer Experience: Complete Guide

· 6 min read
Customer Experience: Complete Guide

The majority of the purchase decisions are made based on customer experience in 2023. It continues to grow as a priority in every industry and for companies both large and small. And, as technology evolves, it is rapidly pushing the bar higher for more interactive user experiences. 

Here’s a complete guide to understanding the importance of customer experience in 2023.

What Is Customer Experience?

What is Customer Experience

Customer experience is the interaction a customer has with your brand. It’s the lifecycle of the customer which maps each and every touchpoint the customer has with you. 

It’s the journey that your customer goes through while interacting with your business. It can happen in multiple ways. It can be in-person, online, or through different phases of the buyer’s journey.

It also highlights where your brand is delivering an exceptional experience, building good relationships, and advocacy. If your brand delivers a poor customer experience your customers turn to your competitors. 

Your brand should be ready to show up for the customers whenever they need you, with ease and consistency. You should also ensure that every interaction with you is meaningful and serves its purpose.

Some ways your customers could interact with your business and judge whether to continue the buying process:

  • Browsing through your website
  • Checking your products on display
  • The checking out process
  • Reading an email you sent after their sign up
  • Interacting with any of your team members
  • Calling your customer support

Why Customer Experience Is Important?

Each customer interaction shapes the overall perception that a prospect has about your business. Offering great service is always important but how does it affect your brand? 

The truth is, competition is growing and gaining more access to your customers’ preferences, learning what they want, and their pain points. 

Today’s prospects are self-empowered, educating themselves thoroughly before each purchase decision.

Personalized communication at each and every point of customer engagement is what businesses are seeking.

The gap between customer demand and deliverance should be made smaller so that the customers can have an exceptional buying experience with what your brand is delivering. To make the gap smaller, workflow automation works great for any business. 

It should be a priority for each brand, after all, it’s the customers who are taking your brand to heights.

Smart businesses understand how delighted customers propel business growth and help to increase ROI.

Customer Experience Management

Customer Experience Management

Customer experience management is more than serving your customers. It’s the practice of designing and reacting to customer interactions to meet their expectations. 

It is to understand your customers so well that you deliver them with personalized experiences that will entice them not only to remain open to you but also spread the word to others about you.

Word-of-mouth advertising is the most valuable form of advertising to gain customers.

But it comes from extracting customer insight from all touch points and multiple channels across your organization. Retaining customers through multiple programs is important.

Read 7 Customer Retention Programs That Work.

Customer experience has become a critical differentiator in this hyper-competitive market. Managing the customer experience effectively has a tangible business value

A good customer experience management can:

  • Strengthen brand identity through multiple experiences.
  • Boost sales from existing customers and word-of-mouth marketing.
  • Improve customer loyalty through exceptional customer experience.
  • Reduces costs by decreasing customer churn.

Understanding Customer Experience For Brand Identity

Understanding Customer Experience for Brand Identity

Customer experience will overtake price and product experience. It will be the front face of any brand in 2020. 

Companies worldwide are realizing the importance of great customer experiences. Positive interaction with your customers can help your brand grow.  

77% of customers would recommend a brand to a friend after having a positive experience.

A brand customer experience is where the brand’s essence, promise, and values come alive through its customer experience.  It goes one step further where the experience becomes unique and recognizable.

It’s a source of competitive differentiation. Some of the best examples are:

  • The majority of customers say a positive customer experience made them spend more.
  • 8/10 customers would pay up to 25% more for superior customer service. 
  • Half of the people who recommend a brand are happy with the customer experience rather than the service or product.
  • Almost every customer tells its peers about the bad customer experience, mostly to warn them.

Savvy companies are delving further into the customer experience, making it the topmost priority. After all, at the end of day two of the greatest assets of an organization are their brand and their relationships with customers.

How Negative Customer Experience Impacts Your Business

How Negative Customer Experience Impacts Your Business

Almost 89% of customers get bad customer experience once a year. Bad customer experience impacts more than sales. When a customer has a bad experience you lose the opportunity to do business with him in the future. 

But that’s not the only problem. Word of mouth is powerful. Just how it helps you gain new customers it can also make you lose customers, even existing ones. 

It’s frustrating to spend valuable time and resources fixing your customer’s issues. That where you can implement an integrated CRM solution to keep track of your business communication and list management.  

Work proactively in partnership with customers. Connect with them on a personal level and resolve issues faster. With the customer success box, you can track customer activities from day one. It gives you a better understanding of your customers’ needs and preferences. 

Now, you don’t have to worry about bad customer experiences with an integrated sales and marketing tool.

Best Ways To Improve Customer Experience In 2020

Best Ways to Improve Customer Experience in 2020

Crafting delightful customer experiences is an art. Here are the best ways you can amp up your customer experience in 2020.

Understand Your Customers

You can’t know what experiences your customers want if you don’t understand them. You can start by defining your target audience and listing their wants, needs, and preferences along with demographics.

Personalized Experiences

Sending them personalized messages and emails grabs their attention. It signifies that you see them as normal people instead of just hundreds of databases. They feel more connected to your business and it helps you grow significantly.

The best way to personalize your emails and SMS is to implement a marketing automation tool that does the work for you quickly and efficiently.

Provide Value Resolutions

Consider the things that your customers value the most. Give them a solution to change or update your touch points so they provide more information on what they want.

Re-channeling should be intelligent and immediate. It should provide them with relevant information and value propositions.

Provide Them Self-service

When your customers want to connect with you, you might miss it due to high call volume or insufficient call tracking. 

An IVR number can resolve that issue and provide them with self-service where they are greeted with a voice-generated message and guided to the right department.

Secure Your Customer’s Privacy

Customers are now really careful while choosing an organization to do business or buy products from. Protecting their personal information should be your priority if you want to give them a good customer experience.

It can be a valuable differentiation and makes your brand stand out. By putting their privacy first, you show them that you care about your customers.


Communicating with your customers to anticipate their needs, pain points and more gives your business an extra edge.

This helps in improving your customer experience and business strategy. It shouldn’t be a one time focus and single initiative kind of strategy. 

To keep up with the competitors, you need to continuously focus on improving and uplifting customer experience.

Start taking actions that guide you down the road to deliver exceptional customer experience.