Customer experience (CX) is a term that has become very popular over the last couple of years. What does it mean? And why should you care?
The customer experience is defined as the total experience that customers have with your brand or company. This includes every touch point they have with your organization from the moment they decide to purchase your product until they leave your store or website.
It is important to focus on improving your customer experience because it directly impacts your bottom line. If you want to increase sales, improve customer satisfaction and build loyalty, then you need to invest time and resources into creating a positive CX.
Customer experience management (CEM) is an umbrella term for all activities related to managing the customer experience. These activities include:
Customer experience design (CED), which involves understanding what the customer wants and needs at each stage in their journey with you.
Customer experience strategy (CES), which involves developing a plan for how you will deliver great experiences to your customers across multiple channels.
Customer experience measurement (CXM), which involves collecting data about how well your business is meeting its objectives through measuring customer perceptions and behaviors.
Customer experience leadership (CXL), which involves leading by example and driving change throughout your organization.
How Can I Measure My Customer Experience?
There are many ways to measure your customer experience. The key is to find out where your customers spend most of their time so you can make sure you’re providing them with a good experience there.
Here are some examples of things you could track:
The number of people who visit your website per day
The average amount of time spent on your site before making a purchase
The percentage of visitors who return to your site after making a purchase
The number of emails sent to your support team per month
The number of phone calls made to your support team per week
The number of tweets received by your social media team per week
The length of time between when someone signs up for your newsletter and when he/she opens his/her first email
The length of time it takes for someone to respond to an email
The number of times someone clicks “Like” on Facebook vs “Unlike”
The number of times a person shares a post on Twitter
The number of times an employee refers a new client to your company
The number of times someone visits your blog
The number of minutes it takes someone to complete a form on your website
The number of times your employees use a specific feature on your website
The percentage of people who buy products online but come back to your brick-and-mortar location to pick up their items
The number of times people search for your products on Google
The number of times users click on links in your emails
The number of times customers call your help desk
The number of times they fill out surveys
The number of times employees ask customers questions during live chat sessions
The number of times employees refer customers to other departments within your organization
The number of times you receive complaints from customers
The number of times staff members provide feedback to customers
The number of hours that employees spend helping customers
The number of people that contact your company via social media
The number of times that customers complain about poor service or product quality
The number of times consumers share reviews about your brand on review sites like Yelp
The number of times potential clients sign up for your newsletter
The number of times prospects download content from your website
The number and type of interactions that occur between your employees and customers
The number of pages visited on your website
The total number of transactions completed on your website
The frequency with which customers engage with your social media accounts
The number of times the public interacts with your company via social media channels
The number of times visitors leave comments on your website
The length of time visitors stay on your website
The amount of money customers spend while shopping at your store
The number of times sales representatives reach out to prospective customers
The number of leads generated by sales reps
The number of times marketing campaigns generate qualified leads
The number of times leads convert into sales
The number of times leads are converted into sales
The number and types of offers that are presented to leads
The number of times lead sources are used
The number of times customer service agents interact with leads
The number of leads that are qualified as sales opportunities
The number of leads turned into sales opportunities
The number and type(s) of products sold
The number of times orders are placed
The number of times purchases are processed
The number of times refunds are issued
The number of times returns are accepted
The number of times shipping is provided
The number of times payment is received
The number of times payments are declined
The number of times credit card information is stolen
The number of times fraud occurs
The number of times an order is cancelled
The number of times a transaction fails
The number of times inventory levels fall below minimum requirements
The number of times pricing is adjusted
The number of times prices change
The number of times merchandise is shipped
The number of times shipments fail
The number of times new products are introduced
The number of times promotions are offered
The number of times discounts are offered
Conclusion
Customer experience is the sum of all interactions between a consumer and a business, including online and offline experiences. It’s not just the final sale but also the entire process leading up to it.
It’s important to understand how many different touchpoints there are in the buying cycle. For example, if someone buys something online, they may have done research before making their purchase decision. They may have read several reviews, talked to friends and family, and even watched videos about the product. All of these things contribute to the overall customer experience.
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