Enhancing Customer Experience (CX) and not getting it mixed with User Experience (UX)

We often tend to confuse customer usability and user experience (UX) with customer experience (CX). Normally we tend to use User experience to define what we intend to do achieve with Customer experience, loosely interchanging the words.

Usability has more to do with the interface of the product or the ease to use it and does form a part of the customer experience but limiting the discussion about customer experience to just usability will be a great disservice. How a product is designed, the ease of using and maintaining it all forms the part of the UX for that product.

However customer experience goes deeper and does not limit to product usability and design into mapping customer expectations while interacting with your brand and company, the gap in expectations and the ability to use and extend the same. According to Forrester, customers will pay 4.5 times more if the customer experience is good.

What is more, they said that companies who provide great customer experiences expand much, much faster (5 times quicker) than the ones who do not think about it.

Now this suddenly with all digital experiences, disruptions do not require big companies and even small start ups having the right technology with the mindset to offer great customer experiences can disrupt the market. Mapping the customer life cycle journey with your brand, right from promotions, pre-sales, sales and after sales is the key to managing and exceeding customer expectations. When organizations become customer centric they start working on the customer experience in all aspects of their business.

Providing useful information to your customers

Today it is easier than ever to provide usable and accurate information to your customers with integrated data systems at your disposal. Especially with B2B customers, it becomes important to enhance the capabilities of your dealers and supply chain partners so that the end consumer receives the right experience with your brand.

Responsive Customer Service

Occurrence of problems and issues is commonplace and even consumers and B2B partners are not averse to hitting a roadblock. However the challenge is to constantly innovate to avoid the same issues repeatedly and also to be able to reach out and solve these issues as they arise with sincere commitment.

Proactively improving offerings

Proactive service, product improvements and support is what customers seek today. In far reaching shits to customer behaviour, consumers today understand value companies which view the trends happening in the market and proactively keep improving their offering without having to wait ages to get the bare minimum. With more and more technology coming in, it is easier to offer customer delight more than ever in the past.

Trust your team

Last but not the least, no customer experience improvement can be successful unless your team is aligned to the goal of achieving it. The change from company-centric to customer-centric has also put a change into many corporate cultures. Management knows a lot but not everything and there is a lot to be gained if you listen and trust in your specialized employees that act as customer support, social media managers, field reps, and more.

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