Customer Experience

What is customer experience?

Customer experience is the sum of all interactions a customer has with your brand. It encompasses the emotional response a customer has to all manner of touchpoints in the customer journey, both direct and indirect. For example, if a prospective buyer browses your website, they could have a positive or negative experience. Maybe they find your content easy to scan and understand, and it’s presented in a visually appealing and engaging manner. This indirect interaction with your brand would likely result in a positive customer experience.

Understanding customer experience

Customer experience is a term that’s been around for a while but has recently been attracting more attention. Brands everywhere are acknowledging that in order to succeed in the market – outshine competitors, attract, and retain customers – they have to deliver high-quality customer experience.

Now contrast this with a customer who attempts to contact one of your customer service agents with a question about your product. If the customer makes three attempts to contact but never gets through to an agent, this is almost certainly a frustrating and negative experience with your brand.

Customer experience vs customer service

To put it simply, customer service contributes to customer service. Poor customer service often contributes to a negative customer experience and vice versa.

The importance of customer experience

Customer experience is a differentiator and competitive edge. Consider the various touchpoints your customers have with your brand. Do you think your brand delivers unique or remarkable experiences? Research shows that consumers are willing to pay up to 17% more for a product or service that has a reputation for great customer service, and by extension, a positive customer experience.

If your brand can provide a better experience than your competitors,