Why is CX so important?
Customer experience (CX) is far more than just a passing trend or the latest buzzword. CX encompasses numerous levers and parameters that can determine the future success or failure of a company. Something proved time and again by studies and surveys.
Customer experience refers to the result of all experiences a person has with a company. A company’s website, social media channels, customer service and, of course, products and services play a major role in customer experience. Nowadays, customers expect to be able to easily get in touch with providers and receive quick and friendly assistance if something doesn’t work as planned. It's also important that the customer is able to choose which channel is used for contact. Perhaps via an app, social media, Messenger, a chat bot on a website or by phone. The same applies to the buying process, which should be as hassle-free as possible. When buying something gets too complicated, almost three quarters of potential customers will simply look elsewhere. This only covers two examples of things that are more important now than ever. Companies are no longer just in competition to offer the best products and services, but to provide the best customer experience. Companies that succeed in winning over customers stand to benefit in a number of ways. Any that overlook this aspect will simply give their competitors the edge. The figures only go to prove this.
What makes CX so much more important nowadays?
Salesforce’s ‘State of the Connected Customer’ report shows: 80% of those surveyed view the customer experience as equally important as the actual products and services offered by a company. 65% of those surveyed for the PwC report ‘The Future of CX’ found a positive experience with a brand to be more influential than a successful advertising campaign. According to PwC, 32% of those surveyed will turn their backs on a favourite brand after just one bad experience. After two bad experiences, this number rises to 86% according to Emplifi. The overwhelming majority also doesn’t take the time to complain. Why? Comparing products and services is quick and easy. Switching from one provider to another is far easier nowadays than years ago. Companies can no longer rely on customer loyalty. Instead, they need to earn it. Time and again. Successful customer experiences lie at the heart of this.
What exactly does outstanding CX offer
Numerous other studies and surveys overwhelmingly prove: Customer experience is
becoming increasingly important and CX has a clear impact on a company's profitability. It keeps customers loyal and can even convert them into fans who pass on their positive experience to others. Ideally, this results in a self-reinforcing feedback loop.
However, products and services may struggle to sell if customer experience is overlooked, no matter how good they may be.
About Kai Vorhölter:
Kai Vorhölter is the founder and managing partner of the port-neo Group. The aim of his work is to comprehensively optimise the customer experience of his customers. To do so, he relies on his global perspective gained from several stints working abroad for years at a time.