CX Glossary

Customer Experience

What is your customer’s experience like within your brand?

Customer Experience (CX) is about each customer’s perception of your company, brand, and product. This perception is based on all the interactions that customer has with your employees, brand, messages, and product across every channel.

Customer Experience Management

Customer Experience Management (CEM): This is all about managing how your customers experience with your brand and helping to improve their experience within a brand. Businesses do this by using various tools to create a seamless relationship with their customers. 

Customer Experience Management Software: This refers to software solutions that help businesses track the relationship with their customers. They also help the business analyze insights from the software solutions and track relevant data to better the customer experience. 

CEM vs CRM: The main difference between Customer Experience Management (CEM) and Customer Relationship Management (CRM) is CEM focuses on ensuring the best customer experience and CRM is focused on managing relationships and maximizing revenue. 

Proactive Customer Engagement: This is a tactic used by companies to make a customer’s experience better before the customer needs to ask for anything. A company takes the customer’s journey into consideration and wants to ensure the customer enjoys their experience with the company. 

CX in Marketing:Customer Experience is every touchpoint that a customer has with your brand. Marketing, Sales, and Customer Service plays the largest roles in the touch points the customer has with your brand. Marketing typically takes care of all the branding, social media, events, website ect, these can often be the first interaction that potential customers have with your brand. Making sure you have consistency and a strong brand identity that pulls new customers in, means your marketing team is doing their job well!

 

Customer Experience Survey

Figuring out what your customer’s experience is like means asking the right questions.

Customer Experience Survey: This is a survey designed to feel out what the customer experience with your company is and where there is room for improvement. It is a great opportunity to figure out where customers love what you are doing and where you could make improvements. 

Customer Experience Survey Examples: Making sure you are asking the right questions is important. Here is a sample of some great questions you could ask to find out what the overall customer experience is like within your business. 

  • On a scale of 1 to 10 how would you rate our company’s customer service?
  • What did you like about shopping with our business?
  • If you had to change one thing about your experience with us what would it be?
  • What do we not do that you wish we did? 
  • Why did you choose to shop with us?
Person filling out NPS Survey

CX Roadmap

Setting goals is good but knowing how to get there is better! 

CX Roadmap: Creating a CX Roadmap is simple to do and can make a big impact on your customers experience with a brand. It will make sure your company stays committed to constantly improving customer experiences and stay ahead of customer expectations. Here are the 5 steps to creating a CX Roadmap: 

  • Know Your Customers: Every business has different types of customers and knowing a bit about your customers is key to understanding what they are looking for. The best way to do that is through surveys and compiling the data. 
  • Understand Your Customers: Now that you have all this data about your customers it is time to analyze it and find out what is important to them, and why they are purchasing from your brand. This survey can also provide insights with why they have chosen your brand and can help to show you what makes your business stand out from other competitors. 
  • Map the Customer Journey: In order to understand your Customer Journey and where customers are coming from, you need to map your Customer Journey. This will also help show why there is a difference between some answers and what is important to customers at different stages of the Customer Journey. There are typically 5 steps in a Customer Journey: 
    • Awareness: This is when a potential customer first becomes aware of a brand.
    • Consideration: When a potential customer investigates a product or brand to determine if it is right for them.
    • Purchase: This is when the customer makes a purchase.
    • Post Purchase: When a customer has just purchased the product weighs the price paid vs use and determines if they will purchase again.  
    • Loyal Customer: This phrase is reserved for customers who continue to purchase over and over again. 
  • Create CX Improvement Goals: Figure out the area’s of CX that are lacking or are lower than you would hope. Create a plan of action to improve them and set timelines for when you want to hit these goals. Make sure you are sending out surveys to customers to track the changes and to make sure the changes you are making are effective. 
  • Set Milestones and Benchmarks: You need to not just set improvement goals but make sure you are setting long term goals and benchmarks. It is important to know where you are headed so every CX initiative that you put in place are headed toward a singular goal. It is essential to track the progress of this because you can’t manage and improve what you don’t measure. 

 

Prioritizing Customer Feedback

All customer feedback is valuable, but what should you prioritize?

How to Prioritize Customer Feedback: Prioritizing customer feedback can be challenging. Here are some helpful hints to determine what you should prioritize: 

  1. If you are getting lots of customers giving you feedback about the same thing, you should investigate and figure out what customers either like or dislike about a certain product. 
  2. It’s an ongoing situation. If you get customers complaining about an aspect of your product or service that you think you are fixing but it continues to be an issue, then you should do a deeper dive to figure out what the larger issue is. 
  3. If you have gotten a couple customers mentioning the same thing that is an easy thing to fix, then fix it. Though it might not be a majority of customers, it is a simple thing to do that will make a positive impact. Example: You work at a garden centre and customers have complained about the flower seeds being in the far back corner. An easy fix would be to move the shelves that hold the flower seeds closer to the front. 
  4. There is a risk to customers’ security, this should always take TOP priority. If you get even one customer saying that their account got hacked, they have fraudulent charges from your business, there is something in your store/ business that poses a physical risk to people, or anything else that poses a financial, security or physical risk to your customers, this needs to be fixed immediately. 
  5. Only consider constructive feedback. Everyone who has worked in customer service knows that some people complain for the sake of complaining, it is important to note these people and filter them out. 

Pillars of CX

Great Customer Experience is built on some key pillars

Pillars of CX: There are 5 Pillars of Customer Experience, there are what you need to keep in mind at all times and ensure are a part of your CX Roadmap. 

  • Focus on the Customer: By putting all the focus on the customer, and making sure their experience remains your top priority is what CX is all about. Thinking about the Customer Journey from start to finish and consider any step that could have improved CX initiatives, is critical, but you always need to think about how it will improve the customers time with your brand.  
  • Listen to your Customer: As discussed, ensuring you are consistently surveying customers will let you know where customers what they currently think of your brand, where you are doing well and where they think you are lacking. Taking all of this information into consideration will show you what you are doing well in and where you next CX steps should be. 
  • Improve Customer Support: Ensuring the main touchpoints for customers are constantly improving is key to making sure that customers know that a business is striving to improve themselves. These days the best way to improve customer support is by using technologies such as social media, email, SMS and using a chat box. These allow customer to quickly and easily contact customer support and help them get issues settled quicker.  
  • Empower Every Employee: By ensuring every member of your team is empowered to make some decisions, it shows the customer that you have confidence in your brand and your employees. 
  • Make CX part of Company Culture: When onboarding new employees it is essential to make sure they know that customers always come first. By showing them that customers come first, that attitude will echo to the customer and show them that employees put the customer first. It is something that is good to always review with existing employees and remind them why it is important to make great customer experiences!  
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