How to create an enjoyable experience for your customers

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Whether by design or without, every company provides a customer experience. Taking control of that experience is what sets successful companies apart. Customer experience must be managed along the continuum of the customer journey to successfully increase loyalty and lifetime value of customers.

A customer’s experience, whether good or bad, is determined by a variety of concrete and ethereal factors. However, in the context of CxM it is useful to view it as the sum of “the chain of touchpoints.”

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This chain refers to the many encounters where your business and customers engage with each other, whether to provide a service or exchange information or otherwise. Customer touchpoints are important in and of themselves, but collectively they constitute the overall customer journey and ultimately a customer’s experience with your company. See example of a customer journey below.

To be operating at highest capacity all touchpoints need to be performing as one; a healthy business is a finely tuned machine in which all service areas and touchpoints are working together to provide great experiences. If your company can harmonize the touchpoints in the customer journey and make them work in unison they will collectively provide an experience greater than the product or service itself.

Here are some important factors to consider in relation to the customer journey:

Multi-channel service: Customers expect a seamless experience across all channels

Staff behavior: Frontline staff can make or break an experience

Organizational silos: Communicate between departments

Technology: Use tech wisely and make it easy

In the end it is all about creating an enjoyable experience for your customers. It is important to tend to all individual touchpoints, but if one touchpoint is performing badly the decline may be caused by another weak link in the chain, such as bothersome tech, poor communication between departments, or countless other factors that may only become visible through your Voice of the Customer platform.


Morten Bisgaard