What makes a great Customer Experience?

A great customer experience (CX) is all about your customers’ needs and wants, not just the ones you show them on a website or in an ad campaign. It’s about making those needs come to life in the most seamless way possible, whether that means helping them get what they need from your team or simply giving them a reason to keep coming back. A great CX identifies your customers’ needs and delivers on them; throughout their lifetime with your brand.

Why Is the Customer Experience Important?

In today’s competitive marketplace, customer experience is a key differentiator. Customer experience is an important factor in driving growth and profitability for businesses. As competition increases and new technologies emerge, it is increasingly difficult for companies to differentiate themselves from their competitors. However, if you provide an exceptional customer experience, you can create a competitive advantage that will help keep your customers loyal to your brand.

CX is how you make your customers feel.

When it comes to the customer experience, there are three key elements: the physical interaction with your brand and its employees, the online interactions with your website or app and the phone calls you receive. The combination of all these interactions will determine how your customers perceive you as a brand — and it's this perception that creates emotions. In order to acheive great CX, it is crucial to built an end-to-end journey where you customers feel understood.

"The Nowness Framework by TCXA

1. One Brand

In the initial phases of customer experience collaboration we will work with you to understand what is your brands vision, and how it translates to CX. We work to understand customers and competitors through research, defining your brands audience, and creating the CX vision.

2. One Experience

The customer journey is not a linear process, but a complex cycle of interactions. It’s important to consider the customer as a whole person with multiple roles, such as employee or parent. An employee may purchase a product for work, while their family member purchases it at home. The customer experience you deliver needs to be consistent and relevant so that your brand consistently resonates with customers in all areas of their lives.

The second principle is context: You need to understand what stage of the journey they're at and how they feel about your company and product/service. For example, are they just learning about something new? Are they deciding whether or not they want to take action? Or, have they already made up their mind about using something (or not)? The context will guide what information should be displayed on each screen so that users don't get overwhelmed with too many choices upfront—but also don't feel like there aren't enough options available for them later down the road (when there actually might be).

3. One Journey

When it comes to customer relationships, one journey is about making sure your customers have a seamless experience. This means that you need to be able to deliver on their needs and wants. That requires that you’re able to meet their expectations.

In order for this to happen, you need an organization-wide commitment and alignment around the customer experience: from leadership all the way down through teams and individuals; from sales and marketing all the way down through product development; from support all the way up through executive leadership; across multiple channels (or touch points) including online, social media platforms or via phone calls or in person at retail locations.

The real question isn’t whether you can make this happen—it’s how quickly can you do so?

4. One Process

The very first step is to define the process needed to deliver the customer experience. This is a strategic process, tactical and operational all in one. The process needs to be defined from end-to-end focusing on customer touch points and customer journey as well as internal touch points such as sales, marketing, customer service and operations among others.

5. One View

To achieve this, you need a single view of your customer experience. This means that your company has a common understanding of how it measures the experiences of its customers and what data is used to make decisions about improving those experiences.

This is important because when various teams don’t use the same metrics or measure the same things, they may not be able to identify improvement opportunities. In addition, without one view across multiple channels and touchpoints, organizations lose out on critical insights that could help them develop better ways of interacting with customers as they move through their journey; essentially, when different departments have their own views of customers' journeys they're essentially looking at different "universes.

A great CX identifies your customers’ needs and delivers on them; throughout their lifetime with your brand.

A great customer experience is not just about how the customer interacts with your brand via touchpoints. It’s about understanding the complete lifecycle of your customers—from their first contact with your company to their last interaction before they make a purchase decision, and beyond.

A great CX identifies your customers’ needs and delivers on them; throughout their lifetime with your brand.

You can use this framework for any business, but it is particularly relevant for B2B marketers who need to understand their customers at an individual level—who are looking for insights about what drives people to buy from them instead of another company?

Conclusion

A great customer experience is not just about how the customer interacts with your brand via touchpoints. It’s about understanding the complete lifecycle of your customers—from their first contact with your company to their last interaction before they make a purchase decision, and beyond.

A great CX identifies your customers’ needs and delivers on them; throughout their lifetime with your brand.

You can use this framework for any business, but it is particularly relevant for B2B marketers who need to understand their customers at an individual level—who are looking for insights about what drives people to buy from them instead of another company?