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What is Customer Experience? And how to improve it?

What is Customer Experience and how to improve it with a good strategy taking inspiration from the changes in customer’s journey in 2022.

Which is the Customer Experience meaning? A good Customer Experience strategy is a key factor for a brand: without it, the customer satisfaction would be reduced and, consequently, the customer loyalty will be compromised.

A satisfied customer is the best advertisement for a brand and that is why it is necessary to invest in an effective strategy. 

But what are the elements that characterise the customer experience (CX)? 

The Customer Experience Journey

To achieve a good CX customer experience, it is essential to analyze the customer journey, i.e. the path that the customer takes in his relationship with the company, from the birth of the need to the purchase of the product/service.

This “journey” consists of five key sequential moments:

  1. awareness: the consumer is aware that he or she has a problem or need and must find someone who can fulfill it;

  2. consideration: the consumer compares different products or services from different competitors, trying to understand the benefits;

  3. purchase/decision: the consumer makes a decision and purchases a product or service from a certain organization;

  4. retention: the organization can continue to engage with customer post-sale, to increase the likelihood of a higher customer lifecycle value from repeat business;

  5. advocacy: customers who have meaningful experiences with an organization's products or services can become vocal supporters for the brand and attract new customers.

If the customer journey does not take place physically (as in the customer experience in store), we talk about digital customer journey and, consequently, digital customer experience.

Although the steps remain unchanged, the customer profile is constantly changing and, for the journey to reach the final step, additional resources must be put in place. 

Customer satisfaction, in fact, plays an increasingly important role and brands are investing in creating a journey to make the customer happy. 

How can we do this? By focusing on a good Customer Experience, which must be increasingly accurate and timely in each contact point with the consumer, such as Customer Service and Helpdesk.




Customer Experience definition

What is CX? Customer Experience can be defined as the sum of experiences, feelings, emotions and memories that a customer develops while interacting with the brand

More and more, a memorable buying experience remains in the mind of the consumer and influences his future behaviour.

A well-structured CX allows you to offer the consumers a true experience within the company, built on their needs and necessity.

As an omni-channel strategy, the best Customer Experience will lead to an improvement in various aspects, such as customer loyalty, which will lead the customer to establish a relationship of trust with the brand.

Loyalty is closely linked to brand reputation, which is the set of perceptions, evaluations, and expectations about a company that will improve with Customer Satisfaction and lead them to choose to turn to the brand again in the future.

The Six Pillars - How to measure Customer Experience?

To better understand what is a good Customer Experience and how to improve Customer Experience strategy, the Customer Experience Excellence Centre of KPMG has drawn up six customer experience principles, the "six pillars":

  1. Integrity: A brand that demonstrates integrity generates trust. Trust can be understood both as the ability of the company to cope with a difficult situation and as the consistency of individual staff actions that, taken together, help create the brand idea.

  2. Resolution: one of the most relevant aspects of 2020, which, because of the pandemic, has made problem-solving skills even more necessary, reducing the time available and adding the unknown factor of an unprecedented global situation.

  3. Expectations: It is important to understand customer expectations and, if possible, to exceed them.

  4. Empathy: to understand the customer's needs, it is necessary to know how to put oneself "in his place", especially in a historical period of difficulty and uncertainty.

  5. Personalization: Offering products and services tailored to the customer's needs provides an experience that makes them feel understood and satisfied.

  6. Time and Commitment: it is not limited to the reduction of response times to requests, but consists of a whole series of aspects that make the process more fluid, such as the acceleration of bureaucratic aspects and the proposal of alternatives to the client. 

These pillars represent the "six fundamental dimensions through which a customer judges the interaction with a brand" and it is important for companies to analyse them and implement a Customer Experience management strategy based on them.

kpmg cx

KPMG Research

The KPMG study “Orchestrating Experiences - Global Customer Experience Excellence Research 2021” has been conducted on more than 88 '000 consumers across 26 markets.

The result is a survey of CX leading companies and their key characteristics, through the creation of case studies that each brand can draw on to implement their strategy.

The analysis not only reflects the evolution of CX within companies but also highlights how brands have responded to the Covid-19 emergency and how it has affected the CX customer experience.

The research shows that customers and prospects need simplicity more than ever: “companies recognized the importance of customer experience and the need to make it simpler and easier for their customers and prospects to engage with them”. 

The pandemic has changed customer needs and expectations, as well as organisational fragmentation and rapidly evolving technologies, significantly increasing the level of complexity for companies. 

For every company this has involved a reorganisation and enhancement of the entire structure in a customer-centric perspective.

As evidenced by the data, nearly two thirds of the customers are willing to pay more to a company that they see as being ethical, or giving back to the community. In fact, integrity is the pillar driving advocacy across 16 markets out of 26.

Personalization remains the clear driving pillar of loyalty, leading in 21 of the 26 markets.

In the perspective of globalisation, finally, a key factor is the digital transformation for customer experience improvement, which must include enabling technologies such as AI, machine learning and big data analysis.

The benefits and the importance of Customer Experience

Customer satisfaction is one of the key aspects for the success of the customer journey and to achieve this the brand must invest in CX.

A CX focused on the consumers allows, in fact, to establish a loyalty process that, even after the first purchase, will lead the customer to turn again to the company in case of need, making it the promoter of the brand itself and ensuring competitive advantage. 

A strategy focused on these aspects will bring various benefits such as growth in purchases, decrease in customer management costs, increase in cross-selling and up-selling opportunities.


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