Introduction: Why CX Matters More Than Ever
With consumers only having to tap the screen to switch brands, Customer Experience (CX) isn’t nice to have—it’s essential. Whether they’re having a seamless end-to-end digital experience or sensing the genius of services, CX decides what your customers perceive, feel, and do about your brand. And in 2024, they’re craving more than ever.
No matter what you sell—SaaS site, e-commerce, or retail—CX optimization can fuel retention, satisfaction, and revenue. Attend for actionable insights that will shine a light on your brand in the experience-first economy.
What Is CX, Anyway?
CX refers to Customer Experience—the sum total of all touchpoints a customer interacts with your brand at every touchpoint. That is:
- Pre-purchase experiences (website navigation on your site)
- Buying experiences (frictionless checkout, payments)
- Post-purchase support (returns, support)
- Regular interaction (emails, support chat, reward schemes)
Legendary CX emboldens us. Bad CX or one bad experience = lost sales.
Pillars of a Winning CX Strategy
1. Learn About the Customer Journey
Map out every step from awareness to advocacy. Cut out pain points that will infuriate and lose. Ask:
- Where are customers dropping off?
- Is web/mobile experience a breeze?
- Is help available?
2. Provide Omnichannel Consistency
Seamless offline-to-online experience is what the customers want. Tone, rhythm, and closure on Instagram messaging, on a call to your hotline, or live chat on your website should be the same and consistent.
3. Speed is loyalty
Slower-than-expected responses drive away customers. Implement the live chat tool, answer repeated questions through chatbots, and have human support trained and available on a as-needed basis. Implement service level targets, and meet them.
2024 Technology Tools to Enhance CX
- CRM Software (HubSpot, Salesforce): Monitor user information and tailor service.
- CX Analysis Software (Hotjar, FullStory): Monitor use patterns to uncover trends causing experience problems.
- Feedback Automation (Typeform, Delighted): Gather actual customer feedback to better and act quickly.
Remember: Technology should serve to enrich experience, not take ownership. Utilize tech to create more human, smoother connections.
Human CX Touch That Technology Can’t
- Empathy in Communication: Engage employees to respond empathetically and concisely.
- Tone of Voice: Your brand voice must be in harmony with the tone of the client—particularly when he complains.
- Customer-Centric Culture: Empower each and every team member—sales through dev—to make decisions that are customer-centric.
Delighted customers are the byproduct of delighted, informed, and empowered teams.
Measure the Impact of CX
Measure what cannot be improved. Use these essential metrics:
- Net Promoter Score (NPS): An indicator of loyalty and word-of-mouth recommendation.
- Customer Satisfaction (CSAT): Rates sentiment after intentional interaction.
- Customer Effort Score (CES): Rates with which customers were easily given what they required.
And from time to time, not necessarily when they do go wrong, track trends.
CX is war zone. Your customers are not putting you and the other person in competition with each other—they are putting you in competition with the best you’ve ever had, ever. Whatever that is—a fancy airline, meal service, or coffee shop down the street—your brand is going to have to perform.
Embryonate empathetic, nimble, good feedback loops and communications. That’s the way you get growth in 2024. Create a CX-first culture and not only will customers remain but also your customers will be your champions.
