Customer Experience

Customer Experience is a term used by many and uttered by more, but does everyone truly understand what Customer Experience is and how fundamentally important it is to a business?

“Customer Experience is the sum of all interactions a customer has with a supplier of good or services, over the duration of their relationship with that supplier.”

EquiConsulting  develops Customer Experience strategies with an aim of increased customer retention, customer acquisition and operational efficiencies.

Customer Experience Management is the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy – big business practices and strategies that we’re bringing to the niche markets.

Services are available on a monthly retainer, fix rate packages or ‘pay to play’ day rates.

Customer experience may not be as easy as ‘common sense’ but equally it isn’t as difficult and complex to grasp as quantum mechanics.  So why are so many businesses out of touch with the concept of customer experience?

It is scientifically proven that customer experience directly correlates to loyalty, through willingness to consider another purchase, willingness to recommend and reluctance to switch to a different provider.  Putting it a bit more bluntly if you want the next sell, and thereafter continuing business with a customer, and for them to recommend you to future consumers, nothing else matters more than delivering the best experience to your customer.

Very simply if a customer like you and continues to like you, they will continue to do business with you.  If they don’t like you, they won’t continue to do business with you – it really is that simple!

55% of consumers are willing to pay more for a guaranteed good experience
86% of consumers are willing to pay more for an upgraded experience
67% of consumers cite bade experience as reason for churn
Only 1 in 26 of unhappy customers complain – the rest churn
66% of consumers who switched brands did so because of poor service
67% of customer churn is preventable if the customer’s issue was resolved at the first engagement
55% of customer requests for service on social media are not acknowledged
84% of social media service interactions are escalated to other channels

A customer journey map is an incredible tool that allows a brand to understand and improve upon their customer experience. It documents a brand’s customer experience from the customer’s perspective, therefore helping the brand to understand to understanding how customers interact with the brand but also helping identify improvement opportunities.

Customer journey mapping looks at touch points for interaction, behaviours, wants and needs, sentiment, onstage and off stage interactions and influences, trends and innovation. No more guessing about what motivates customers to grow with your brand, but instead the ability to uncover the exact moments that matter in a customer’s journey, and to allocate efforts to encourage more of them.

It is a framework that enables you to improve your customer experience. Truly understanding customer needs may help business improve not only their buying experience but also their bottom line. A brand’s relationship with its consumers is about so much more than increasing product ratings and reducing delivery times, it is about understanding the journey that the consumer takes from the moment they begin considering a purchase, and then working towards making that journey as simple, clear and efficient as possible.