Have you tried to understand the difference between experience and CX? How should you plan your CX program? Want to know how Karma can be applied to your CX efforts? How to map customer journey? How many types of CX you are aware of? Answers to all these questions and more in this week’s CX Perspectives. We are sure you will have a great time going through them!
We begin this week, by trying to find out the key differences and similarities between how people recall experiences and customer experiences. People would most likely consider “experiences” as a state of mind, while “customer experience” would be a more physical encounter with a brand or point of contact. According to a survey, an overwhelming majority of respondents consider both life experiences and customer experiences to be some sort of shift in mindset. Let’s take a look at the findings from the survey:
- 71.15% say experience is a mindset
- 28.85% say experience is a physical encounter with something
- 69.23% say customer experience is a mindset
- 30.77% say customer experience is a physical encounter with something
What's the Difference Between an Experience and a Customer Experience? https://t.co/6q8K7OXAJa
— Brian Solis (@briansolis) May 21, 2016
Customer experience (CX) is talked about a lot these days, but how are companies in the real world facing the challenge of launching a CX program?
Here’s what organizations can focus on for a successful customer experience programme:
- Understand the customer journey first
- Show and tell
- Make digital the priority
- Use Net Promoter Score (NPS) as a metric
- Develop self-service options
- Get ready for the ‘bots’
— Shep Hyken (@Hyken) May 20, 2016
Are you interested to know how Karma can be applied daily to your customer experience efforts? It’s interesting that we always associate karma with bad things, i.e., payback for something bad someone did. But it’s also associated with good things. “We reap what we sow” is a common way of thinking about it. What goes around, comes around.
Similarly, if we talk in CX perspective, if companies treat customers well, then customers will return in spades: through loyalty, advocacy, and more.
— Annette Franz, CCXP (@annettefranz) May 20, 2016
The need for companies to understand customer behavior and act upon it is crucial. As the number of channels and touchpoints connecting customers with brands increases, as does the need for brands to glean more insight about the different types of journey those customers take.
A 2015 study found that 34% of large organizations regularly undertake customer journey mapping exercises, however, this figure is widely expected to increase as technology evolves to make the mapping process more sophisticated and evolutionary.
By 2018, Gartner predicts that 60% of large organizations will have in-house customer journey mapping capabilities, up from no more than 20% in 2015.
— MyCustomer.com (@MyCustomer) May 20, 2016
Sooner or later every company encounters a situation that simply wasn’t anticipated in advance. One way to visualize the issue is to use a diagram that categorizes the kind of customer experience you’ll be delivering, based on how standardized the business process is for a situation, and how engaged the customer is in it.
Based on high and low levels of both process standardization and customer engagement, the author has identified four different types of customer experience that must be planned for.
— 1to1Media (@1to1Media) May 20, 2016