Experience is the Battlefield
Pandemic or not, Customer Experience (or CX) is still key. Now may be more than ever. On Wikipedia, it is defined as: “The product of an interaction between an organization and a customer over the duration of their relationship. This interaction includes a customer’s attraction, awareness, discovery, cultivation, advocacy and purchase and use of a service. It is measured by the individual’s experience during all points of contact against the individual’s expectations.”
CX really is an expression of how customers experience the interaction within any channel and/or with any touch point of an organization (online and/or offline). These experiences can be personal and generic, physical and digital, conscious and subconscious, rational and emotional. These perceptions have a direct impact on future customer behavior, such as intent to repurchase, likelihood to recommend, and what they share with others about their experience. This, in turn, has more impact on brand reputation and brand value than anything else.
So, in short, experience is the main driver of loyalty. Creating a consistent and memorable customer experience, therefore, is key. And that is exactly where some brands are successful, yet most struggle. In that sense, experience has become the new battlefield.
Differentiation and relevance have become key in every sector. With the growing impact of online shopping and booking, several industries are in jeopardy. Many legacy brands suffer or have faded away because their approach and offerings simply were not relevant enough anymore.
During and also post-COVID19, many industries need to re-think their relevance. And in many cases that will ask for re-engineering the customer experience as one of the starting points.
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It’s going to be a challenging winter.
Nevertheless, stay positive and think REVERSE!
Founder / Chief Reverse Engineer