Customer Experience is about the Moment of Truth and Defined by the Touch Points.
Improving customer experience (CX) is a strategic focus for
any customer-centric business now, CX is a customer perception about how they
interact with a business. what’re differences between customer experience and brand experience though, and how to improve CX maturity level?
Customer experience
is about the moment of truth. Firms engage in efforts that result in
experiences. Whether or not the efforts are thought through or haphazard, the
experiences are nevertheless delivered to customers. Individuals do not
separate the research, purchase, receipt, usage, and post-purchase care of a
product. Instead, they look holistically at the product/service via these touch point and the
broader experience they have with the company that produced it.
A Customer Experience
was initiated by the customer and the experience is defined by the touch
points, in which businesses leave an impression on those who come in
contact with their efforts -- the more contact over time, the deeper and quite
possibly the more meaningful those impressions. As technology moves consumers from passive to active, it is where
experience becomes what shapes perception.
Customer Experience
vs. Brand Experience: Customer experience is the
experience that only the individual customer can have, which will always be
unique to that individual, whereas brand experience could be the planned
experience for all customers; CX can
attempt to shape each and every potential Customer Experience (touch point/pain
point/joy point) with its brand personality such that the firm provides
customers with Brand Experiences that are unique to the brand.
Customer experience
managers use tools like NPS to build the case for CX as a discipline within an
organization.Customer experience as a set of practices and approaches to
measurement extend and rejuvenate the longer-standing industry expertise
developed around brand. The customer experiences they measure span the customer
and product lifecycles of their companies. A truly successful customer
experience is one that delivers excellence what the brand promises, but in a
way that makes it unique or different for others. Collectively, customer
experiences shape a customer's perception with regard to a firm, in turn
defining the brand and its characteristics in their mind's eye
CX maturity is
dependent on how brand values, promises, and architectures need to be defined
in order to deliver exceptional customer experiences. And companies that
don't define them clearly can easily stumble due to lack of focus. As there are
many tricky things related to the validity of the maturity models. One is that
processes (many maturity models examine 'process maturity') as such do not
guarantee any level of usability (or UX). CX maturity can be categorized into following three levels:
- Operational level. The designer is
just an implementer, working on individual design tasks and creating design
deliverables. It means businesses have made some investment and now have
some organizational capability, however, it may lack of architecture or
systematic approach to design CX.
- Optimized level. The designer is an integral part of a product team and deeply integrates design into other product development tasks and processes. It means organizations accomplished most of what you can reasonably do with respect to building your organizational CX capability in the subject area and are in a state of continuous improvement/measurement
-Strategic Level: The designer is a visionary or
product owner who influences strategic decisions on how to evolve a product.organizations at this level are forward-look and brainstorming the next
generation of products or service even before customers know what they what,
and CX becomes drive forces to sharpen its business brand.
More companies put focus on the customer experience, as it
is the tangible experience people have with a company and how closely it
delivers against what the company brand promises. A strong brand can lend
additional goodwill to a customer engagement, but more importantly, great
customer engagements at every touch point support and grow the value of the
overall brand
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