Create Memories that Tell Your Brand Story

August 7, 202012min

Customer Experience has been a buzz word amongst C-Level executives for some time now and for good reason too. In fact, the term has extended its reach beyond the boardroom and is used just as frequently by tactical and operational teams alike, but what does it mean?

Customer-facing teams in sales and service-orientated environments embrace the concept. Marketing teams use it to get to know their customers, to personalise their brand reach and encourage brand loyalty. Finance teams do not particularly enjoy the first two to three years of most customer experience initiatives, but it is not too long before they are raving fans. Legal divisions have had to adapt their speech to be more understandable and much like the IT industry, consumer and data protection laws have completely disrupted their space. This list goes on.

Ask five different people what customer experience means to their brand and you would probably get twice as many correct, but different answers. The truth must be told. Customer experience means a plethora of different things to different people.

Customer experience is not the same as customer satisfaction or customer service and whilst there are some good guys doing some great work in the field of customer success, customer experience is quite different.

Customer satisfaction describes how happy customers are, after using a specific product or service. Satisfaction can then be broken down into perceived value – how customers expect to benefit from using that product or service versus what they actually experience, post-purchase.

Customer experience is most commonly misunderstood as customer service which refers to the types of assistance, advice, and levels of engagement customers endure before, during, and after a sales transaction. Customer service is managed by divisions within an organisation and results in inconsistencies in delivered experiences across the customer journey. For example, you may receive different levels of customer service from a contact centre service representative than you would from an in-store service representative at the same company. These inconsistencies in delivered experiences are the differences between customer service and customer experience.

Customer success is centred around making it easy for customers to achieve a specific goal such as purchasing a specific product or signing up for a new service. Leaders in this field have generally embarked on digitally transformative campaigns to allow for instant fulfilment such as internet-orientated and app-based self-help facilities.

Customer experience is all of these and so much more. From customer satisfaction, we have learned that customer expectations can be managed, met and exceeded. Customer service has thought us that there is much more to a ‘transaction’ and customer success inevitably reduces customer effort, making it easier for customers to transact.

Comprehensive customer experience ecosystems create customer memories that narrate specific brand stories. Underpinned by a rock-solid customer experience strategy, deliberate and differentiated customer experiences deliver business results by growing brand loyalty organically, by focusing on customer success, customer effort and customer emotion.

According to world-renowned expert in experience management and co-founder of the Customer Experience Professionals Association (CXPA), Bruce Temkin defines customer experience as,

 “The perception that customers have of their interactions with an organisation” – Bruce Temkin.

Let us unpack that a little.

We know that customers connect and interact with an organisation’s technologies, people, products, and processes across a variety of online platforms, through dedicated customer contact centres and at physical brick and mortar locations. Across this wide array of customer touchpoints, customers perceive a brand holistically and not the individual business units that make up the organisation.

Whilst these interactions are micro-moments in the end-to-end customer journey, customer perception may not be reality but is an undeniable belief system that belongs exclusively to its bearer. Perceptions will vary from customer to customer, based on their own unique experiences and are formed primarily on personal preferences and the human emotions customers experience when they interact with a specific brand.

It is no surprise that customers who enjoy dynamic and inspiring experiences often share the details of these exciting moments with their friends and family, on social media and by word of mouth. These brand ambassadors are willing to try, buy and recommend new products and services – often at a higher price for that heightened experience and are also far more likely to forgive you should something go wrong.

Premium or paid membership loyalty and rewards programs such as Discovery Health’s Vitality make a strong point here and according to a 2019 Customer Loyalty Report, 47 percent of South African’s conclude purchases that earn rewards or benefits at least several times a week.

On the back end of these loyalty programs, organisations have access to customer information that they harvest to deliver targeted products and services to a tailored audience. Whilst this may tick the personal preferences checkbox, we are not suggesting that a loyalty program will solve all your customer experience problems.

Customer experience ecosystems are complex and multifaceted with multiple moving mechanisms across many organisational silos – each with their own set of values, beliefs and key performance indicators. Customer experience synchronises and steers these cross-functional efforts towards a common goal – the customer.

Customer-centricity can be relatively difficult to achieve, particularly in larger organisations when non-customer-facing individuals are not entirely cognizant of their contributions within the end-to-end customer journey. Customer experience is disrupting this malpractice by breaking down internal barriers between front-line and back-office employees. Never before has so much emphasis been placed on external factors from inside an organisation and this outside-in approach can be great for your business too.

By unearthing the potential of customer intelligence, brands are now able to understand customer behaviour, predict customer wants and needs, and as a result, deliver personalised products and services to a completely tailored audience.

Frequently used customer experience metrics like net promoter score* are deployed to measure delivered experiences and the combination of solicited and unsolicited customer feedback guides ongoing improvements in customer engagement.

Through human-centred experience design, product and service-related teams are able to eliminate common pain points in the customer journey and this coincidentally, has a tremendous knock-on effect on enabling customer-facing teams to operate more efficiently, be more productive and still deliver dynamic and inspiring customer experiences consistently.

The result, engaged employees understand their roles in the end-to-end customer journey and deliver empathy-rich customer experiences that are fluid, highly personalised, and intricately designed using the six core competencies of customer experience to exceed the growing expectations of all customer segments and grow brand loyalty, organically.

 “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou

With this, Maya Angelou parted onto us what could possibly be one of the greatest pearls of customer experience wisdom.

At Being Human, we do not intend to redefine customer experience and whenever we are asked, we explain customer experience as, “The product of all your customer’s interactions with your brand are stored in their hearts and minds as memories, and the thumbnails of their experiences are the emojis of how you made them feel.”

We help organisations engineer extraordinary experiences through the application of human-centred experience design to create dynamic, inspiring and memorable moments of magic at every touchpoint of your customer’s journey with your brand.

Which emojis are your customers using to remember their experiences with your brand?

What are they telling their friends and family about you?


Chaman Maharaj

Chaman Maharaj

Chaman Maharaj is the Founder and Director at Being Human - a human-centred Customer Experience Advisory in South Africa, a global thought leader on Customer Experience, a certified Customer Experience Specialist (CXS)™, a proud member of the Customer Experience Professionals Association (CXPA) and volunteer at Customer Experience South Africa (CXSA).




Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.


CONTACT US

CALL US ANYTIME


UK Trademark UK00002648900

EUIPO Trademark 018131832

Contact Information

For article submissions:
Editor
Paul Ainsworth
paul@cxm.co.uk

For general inquiries, advertising and partnership information:
aleksandar@awardsinternational.com
Tel: 0207 1932 428

For Advertising and Guest/Sponsored posts:
jovana@cxm.co.uk

For Masterclass enquiries:
danilo@cxm.co.uk
Tel: +44 20 86386491

Customer Experience Magazine Limited
Company number: 12450532
International House, 24 Holborn Viaduct,
United Kingdom, London, England, EC1A 2BN

JOBS IN CUSTOMER SUPPORT

Find a job in customer support with Jobsora


Newsletter


cbd oil for tendonitis cold pressed hemp oil cbd extract free cbd trial cbd oil and golf make money selling cbd oil how cbd bud is made cbd oil dosage for dementia cbd elevated liver enzymes best cbd dabs lakeland cbd wellness cbd and chemotherapy south carolina cbd oil cbd flower wisconsin cbd farms colorado top rated cbd capsules is cbd oil legal to travel with does fresh thyme sell cbd oil og kush cbd oil best cbd oil for thyroid amazon full spectrum cbd oil cbd for sleep and anxiety cbd oil definition cbd computer pure med cbd capsules cbd oil in pill form cbd drip oil cbd polonia water park pure sleep reviews amazon how to test cbd oil at home accommodation auckland cbd need to know news hemptation cbd oil user chart alternative form of the derivative does cbd oil increase heart rate new age naturals how to use has and have spectra fuel tanks ignite mind and body big grams wiki where to buy cbd oil in tennessee health maintenance organization act cbd oil in seattle what is pills and potions about 2018 farm bill cbd drop in gas ranges reviews cbd oil in system jane cbd oil sex how to do everything wiki real cbd oil amazon rose spray how to take liquid cbd oil 7 tablet review organic research denver cbd oil facebook ad i have 1500 mg of cbd oil how much do i take a day how much cbd oil to help with sleep oral b wholesale does cbd oil show up on saliva drug test drug out stash cbd oil sample cbd temperature

does birth control affect sex drive ropaxin rx boost libido male is a bigger penis better natural ed meds natural penis growth ed pills at cvs does prozac cause erectile dysfunction penis massage red bull before sex your cock is so big buying pain pills in mexico how big is a big penis what does high testosterone do to a man best penis massage penis enlarging tools natural way to enlarge pennis size what is the shaft of a penis i pump penis loss of sexual desire male how to get a bigger flaccid penis daa supplements average penis size us brain stimulating pills noxitril free trial penis surgery closest thing to viagra gnc store chicago good energy pills pills information male enhancement ingredients sex and stress viagra soft how does levitra work door doctor 1 testosterone korean ginseng benefits for men how long for viagra to peak improving erectile dysfunction huge flaccid penis food for harder erection us average penis omeprazole and erectile dysfunction dicks with girth how to make viagra with ginger running penis pumps for erectile dysfunction penis pumps pictures big handsome men birth control loss of libido pimples on your dick ways to last longer in bed super hd extreme review breast enhancement pills for males universal animal test inhouse pharmacy reviews selling testicle for science is viagra from india safe male enhancement gel walmart how to get more blood flow to penis

pax 3 vape smok site vape client free best tank for nicotine salts mig 21 clear fusion vape pen kit reusing uwell crown 3 coil vape beginner best budget box mod indiana vape shops vapor six 27 purple box mod vape cheap vape box kits vape pen to quit smoking ecig shed alur slik regulated mechanical mod nintendo vapor mod sub ohm vape tanks nike vapor visor san francisco vaping ban vapor liquid ingredients vapor hookah curv vapor best e juice brands 2019 vuse vibe ecig voopoo too silver raisin sigelei ecig not working cuban cigar vape juice online vape juice store black rda slushy man vape juice fryd vape juice salt nic vape juice near me best tank for temp control vape e juice recipes trade n vape finiti e cigarette review nautilus aio pod is vaping water bad uwell crown flat mouthpiece vaping hiccups shikra mod vaping shisha cad e cigarette shenzhen vape burns throat on inhale how to clean a clogged vape pen smok tfv8 mod vaping and throat cancer smok tfv8 cheap best place to buy a vape online g80 smok voopoo drag vape wild uwell crown rba uk e cigarette liquid buy voopoo twitter smok xcube 2 how to charge voopoo drag e cigarette vape pen diagram fit mode voopoo voopoo mojo vape review

weight loss surgery insurance secrets custom meal plans for weight loss weight loss drug 2015 where to buy fastin diet pills cancer weight loss rate popular weight loss pill how does topamax work for weight loss diet pills phentermine reviews amino acids and weight loss top ten foods for weight loss lifestyle change for weight loss doxycycline weight loss phentermine weight loss pills is white rice good for weight loss truvision reviews weight loss weight loss noom number one weight loss weight loss clinics oklahoma city kefir smoothie weight loss can effexor cause weight loss gluten free vegan diet weight loss running program for weight loss blood sugar weight loss top best weight loss pills giardia weight loss 200 lb weight loss celeb weight loss before and after dexatrim max oxford primary care and weight loss green tea diet pills do they work centennial weight loss weight loss toe rings very effective weight loss pills doctors best weight loss top diet pills 2016 cutting sugar weight loss redotex diet pills for sale best weight loss diet for diabetics diet pills qsymia ali weight loss aid diet pills safe for diabetics how well does alli diet pills work buying diet pills in mexico aloe vera drink for weight loss slim5 diet pills homemade protein shakes weight loss dukan diet cruise phase weight loss usda approved weight loss pills the dash diet weight loss solution pdf best stationary bike for weight loss miranda kerr weight loss diet clinically proven weight loss pills the best cleanse diet for weight loss deadlift weight loss ketoslim pills jiaogulan for weight loss best vitamins to help lose weight final trim weight loss pills review nutriverse keto pills reviews essentials oils for weight loss