What is consumer experience?
Consumer experience is about how a customer feels during and after interacting with your brand.
We’re all customers every day. Right from the time we buy our coffee in the morning, get into a cab, or a train, or a bus, to buying lunch, heading home.
Every single transaction we make comes with an experience.
Your coffee was prepared super fast and the barista greeted you with a smile? Great experience.
The cab driver misread the navigation and got you stuck in traffic? Horrible experience – depending on whether he apologises and and gives you a discount later on.
Every one of those experiences affects your moods and feelings.
When you have a good experience and feel good, you’ll want to go back to the same place.
When you have a bad experience that puts you in a bad mood, you’ll never want to go back there – and you’ll also warn your friends and family about it.
Which is why consumer experience has become extremely important in this day and age.
87% of consumers believe that companies need to provide a more consistent customer experience – Zendesk
Just at a swipe of a finger, customers can retrieve all the information about you – both good and bad reviews.
They have access to your website, your Facebook page, Google Business page, Instagram profile, and so on.
You want to make sure that people are saying good things about your brand – because there’s no better marketing than word-of-mouth.
Hubspot defines customer experience as the following:
The best way to define customer experience is as the impression you leave with your customer, resulting in how they think of your brand, across every stage of the customer journey.
Why is consumer experience important?
Year by year, customer experience has become increasingly important to businesses.
The rise of smartphones and technology has made it easy for customers to interact with brands and businesses.
Customers are engaging with brands on multiple channels like email, SMS, social media, website, and etc.
Therefore, you also want to make sure that all your channels are integrated and are saying the same thing.
Imagine if a customer comes across a sale on your website but didn’t see any announcement on your social media pages. Then why are they following you on social media?
Customers are also very likely to be engaging with a few brands at the same time. Therefore, excellent customer experience is what will set one brand apart from the other.
Good customer experience leads to happy customers. Happy customers will find themselves returning to your brand and stores.
Returning customers means additional revenue for you.
Returning customers are also more likely to recommend you to their friends and family.
77% of customers would recommend a brand to a friend after having a single positive experience – Temkin Group
Think about your current customers – what kind of experience are they receiving from you?
How would they rate their customer experience on a scale of 1 to 10?
Do you make their day?
Do you solve their problems?
If the customer experience that you’re delivering isn’t great, it’s time to think of ways you can improve.
One of the ways to improve the quality of consumer experience is by knowing your customers well and giving them a personalised service.
Using a CRM tool like Eber can help collect and store customers’ information.
Based on this data, you can track their spending habits, the number of times they’ve visited your store, and what they like to purchase.
This means you will be able to send them personalised emails and text message promotions – messages that are in line with their interests and shopping history – and thus enhancing their experience with you.