Customer experience (CX) is a complex and multi-faceted concept. It encompasses everything from the customer’s first interaction with a company to their last. But at its core, CX is all about how customers feel.
There are three key pieces to CX:
1. Success
Success is the degree to which customers are able to accomplish their goals. This could be anything from buying a product to getting a question answered. When customers are successful, they are more likely to have a positive CX.
2. Effort
Effort is the amount of work that customers have to do to accomplish their goals. This could include things like navigating a website, finding information, or waiting on hold. When customers have to put in a lot of effort, they are more likely to have a negative CX.
3. Emotion
Emotion is the feeling that customers have after interacting with a company. It is the most powerful of the 3 pieces, and can run the full range from pleased to frustrated. A customer with happy emotions, will be the loyal customer who is most likely to recommend, forgive, trust, and ultimately buy more.
The financial impact of losing customer loyalty is immense. Companies need to understand what their customers want, and then they need to be able to deliver that experience.
Make it possible for customers to succeed, by reducing the amount of effort they have to put in, and creating positive emotional experiences.