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Understanding Customer Experience

You make all sorts of investments for your business. When technology gets antiquated or broken, you replace or repair it. When your office furnishings are worn out, you get new ones. You even invest in new people—filling positions that are open, adding new staff as necessary to respond to the market growth or needs of your particular service or product. But what investment have you made, or do you intend on making, to customer service in order to make sure your community is well taken care of?

A good place to start to think about where you are and where you need to be for customer service is to look at the experience of and examples from other well-known companies. They have often created a customer service culture that you can pick and choose from in order to enhance yours (or even start from scratch). Here are some standout examples to think about.

Understanding Customer Experience

Via Salesforce

You’ve heard of ‘customer experience’ before, but what goes into something as intangible as customer experience? It’s a broad, exhaustive topic, but in sum, you want your customers to have the best interaction possible when they engage with your business. Actually achieving ‘the best customer experience’, however, is much easier said than done. In order to fully comprehend and manage customer experience, it helps to have a complete understanding of your customer, and to fully evaluate your customer cycle (sales funnel), both online and offline.

Your customer experience involves interactions with your customer service representatives on the phone and in person. It also includes how users find and interact with your website, their reactions to your email marketing, and what they do on your landing pages. There’s a lot of confusion surrounding customer experience — what it is, how it relates to user experience, and how a company can measure and improve it. To better understand the nuances associated with customer management, let’s first discuss the differences between customer experience and user experience, and how they work together.

Understanding Customer Experience

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