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Why You Need to Know About Your Customer Experience

Updated: 29 June 2016
Why You Need to Know About Your Customer Experience

Customer experience, their journey, is a term that’s used pretty frequently in company blogs and industry reports. Anything with the word customer in it is bound to catch our attention as most businesses are seeking:

  1. More customers, and
  2. The know-how on how to get them

Firstly then…

What Is the Customer Experience?

Like other common words and phrases used in the digital marketing industry, what the customer experience actually is can often be difficult to put down in words.

The customer experience refers to our customer’s perceptions – both conscious and subconscious –  on their relationship i.e. attachment loyalty to, your brand. This is built based on all the interactions that have been had during the customer-company life span.

It is our job as companies then to enhance this perception, and ensuring customer experience, as much as possible. In fact, Gartner, a leading information technology research and advisory company, uses the term customer engagement management and defines it as ““the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy.”

Knowing your audience’s likes and dislikes, from where they holiday to what they like to buy at the shops, is vital to understanding their customer experience. A proactive approach needs to be adopted therefore to find out how your customer’s experience can be enhanced.

Why Is it Important?

A recent report released by E Consultancy, working in association with Oracle Marketing Cloud has revealed that the customer’s experience has a significant impact on their spending.

Getting the customer experience simple and user-friendly is only one part of the puzzle. Once achieved, it then needs to be replicated across all marketing channels to ensure brand consistency and prevent user abandonment, where they simply leave your website, blog or social media page and their customer experience is over.

Measuring the results of your marketing campaigns is also a key consideration for many companies as this helps them to identify any gaps or problems in the customer experience.

While it’s important we get more customers, the report suggests that while a considerable amount of resources are being spent on acquiring new customers, this limits the amount of time and money that is being used to keep the ones that you already have.

And that is why we need to add c) to what we as businesses are also trying to do:

c) Is for engagement and retention

This is not the only benefit, though. Creating an enhanced customer experience strengthens your relationship with your customers. It helps you create a strong ROI and an established and loyal customer base. You can lower costs by reducing the amount of time spent on acquiring new customers by gaining retained custom, and you can strengthen the power of your brand.

Contact us for more information on how a comprehensive and tailored marketing strategy can help your customer experience.

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