The Importance of a Good Customer Experience Strategy
December 31, 2012
“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 the emotions evoked and intuitively measured against customer expectations across all moments of contact.”
This is the definition from Beyond Philosophy, a company focused on building great customer experiences.
If you think about it, the customer experience is really nothing more than the company delivering on a promise that it has made to the market. Every company says we will do this, or we will provide that, or we will take care of everything.
But how many companies actually follow through?
In the past, when you had a bad customer experience, you’d complain to your friends – a relatively small group. Now with the power of the social media behind you, a greater number of people can be reached.
Your comments about customer experiences can reach worldwide.
In addition to this, a lot of sites now offer the opportunity to rate products and services. These sites list the comments as they are written with no changes. That means both positive and negative comments are there for everyone to see.
Jim Davies (News - Alert), a research director at Gartner, said, “The focus on the customer is increasingly important for business leaders, despite times of continued economic uncertainty and government austerity. Effective leaders use technology to strengthen the customer experience. They also understand that a new strategy is needed to embrace social and media trends.”
Scoop Independent News is an independent news publication from Wellington, New Zealand.
The organization has come up with “Six Reasons to Develop a Customer Experience Strategy” for 2013. It appears that less than 1 percent of businesses even have a customer experience strategy much less a “good” one.
Gartner (News - Alert) predicts that in the next couple of years, it will be vital for companies to communicate with their customers.
There are definitely more than just six reasons to develop a good strategy. Competition is fierce and with the growing use of social media, customer’s comments are no longer confined to a small circle of friends; they have a far- and wide-reaching impact on many companies. Developing a good strategy would do nothing but benefit the image of a company, increase customer loyalty, and most importantly, increase business.
A company than learns to build a good customer experience strategy will only succeed as a result. After all, what’s a business without its customers?
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Edited by Braden Becker