Marketing Essentials: Intro to Customer Experience

By Kyla Donato, 18 June, 2015, 12:00


Amazon is undoubtedly the reigning leader of e-commerce. But after cutthroat prices, free two-day shipping, and inventory as diverse as the Amazon Rainforest itself, Amazon still manages to outdo even its closest competitions. As Salesforce.com explains, Amazon also happens to be the undisputed leader in customer satisfaction. While some companies include a forgettable slide or two about their customers in quarterly presentations, Amazon CEO Jeff Bezos reportedly brings an empty chair to board meetings occupied by, "The Customer" to better help his team address customer needs. Amazon's top-of-the-line Customer Experience, or CX, is the key ingredient to its success today. Any business should take the time to learn about CX, evaluate its own CX health, and take much needed steps to improve it.

What is Customer Experience?

Simply put, CX touchpoints that a customer encounters consciously, unconsciously, and emotionally from their first product discovery to their final thoughts thinking about it. Encompassing areas as broad as advertising, packaging, radio jingles, and even how many buttons to press before you get a real person on the help line, CX is complex and multi-layered. Senior Head of Consulting and Research at Beyond Philosophy, Steven Walden puts it this way, "A customer experience is an interaction between an organization and a customer as perceived through a customer's conscious and subconscious mind. It is a blend of an organization's rational performance, the senses stimulated and emotions evoked and intuitively measured against customer expectations across all moments of contact."

How to Measure Customer Experience

Now that we have a better understanding of CX, we need some basic steps to start the process of determining CX health.

-Define all possible touchpoints and "Moments of Truth" in your consumers' lifecycles -Continually measure the conscious, unconscious, and emotional aspects of the selected touchpoints through customer feedback and focus groups -Measure key indicators of overall experience, product expectations, and customer loyalty -Segment which touchpoints both need improvement and are cost effective for your company to devote time and energy to

For example, a plastic surgeon might measure the emotional aspect of a consultation by sending customers a brief survey asking them to rate their comfort, service, and attention from staff.

An industry standard benchmark to measure key touchpoints in the consumer cycle is the Net Promoter Score®. NPS® asks, “How likely are you to recommend this product to friends and family on a scale from 0 – 10 with 10 being the highest?”. It is a useful, international benchmark that grades company health,

While there are other ways of measuring CX out there, NPS® is one of the most established. xAmplifier’s software and consulting services enable companies to not only capture NPS® at a range of critical touchpoints, but our staff also offers custom-tailored insights into how to better measure and improve NPS® scores across the board, increasing both CX and profit margins.

How to Improve CX

In the meantime, companies can still take steps to improve the CX regardless of whether or not they are tracking NPS.

-Become customer-centric and put your employees through the steps that customers have to take when they buy, register, or seek support for your products -Offer quick, easy, end-to-end resolution for customer issues with the same agent if possible -Strive to foster emotional connections between your employees and customers through personalized service, communications, and offerings

Find out how xAmplifier’s automated tools, reports, and consulting can take the guesswork out of Customer Experience and set you on the path to higher conversions today! Contact us at sales@xamplifier.com or call 866.363.6434!
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