And if you work in marketing and haven't yet heard that "customer experience" is the best weapon in the battle for customers, you need to have a word with yourself.
We're all agreed that the studies by different countries, industries, and companies on this subject can't be completely wrong.
They all have one thing in common – they believe customer experience, in other words the impressions a consumer gains from a company while interacting with it, is the most important criterion of all, no matter whether it's a case of buying decisions, customer loyalty, or recommendations.
Any company wanting to generate new customers or retain existing customers really cannot avoid the topic of customer experience.
That brings us to the question:
At first glance, the term "customer experience" seems to have a dual meaning. On the one hand, you might think it's the experience a consumer contributes, like a job applicant's professional experience – but that's not the meaning in this case. It's more about what experience the consumer acquires when dealing with a company and interacting with it across all touchpoints and marketing channels. Whenever a consumer perceives something about a company or brand, their brain stores this "experience." Experience is built up in this way, even unconsciously – what's known as "subliminal advertising."
But even if you know all about customer experience, you might still be asking:
As a rule, the first step is to be present on all fronts that are relevant to the company and to make the consumer's route to the company as easy as possible.
The latest "holy grail" is not in fact the best influencer, the fastest website, the best-designed flyer, or the most striking trade fair stand. The combined use of touchpoints and fast, high-quality feedback to consumers are the key to success. At the end of the day, you can only be one step ahead if you have information about what marketing measures were involved in the most successful customer experience, namely a closed sale. Weighting these individual contact points in a customer journey is without doubt the biggest challenge for marketing departments. But it can be done with sufficient data and relevant analyses.