Experience Management
Customer Experience (CX)
Customer Experience (CX) is the sum of how customers feel about your brand. It includes every step of their journey, from a friend’s recommendation to using your product or service.
Customer Experience (CX) is the sum of how customers feel about your brand. It includes every step of their journey, from a friend’s recommendation to using your product or service.
A great customer experience brings real business value.
It’s not just about boosting satisfaction scores anymore. Leading brands now connect CX with financial performance. Instead of spending more, they optimise what they already have, especially their people and processes.
Customer experience is shaped by touchpoints—moments where people connect with your brand. These include ads, online shopping, and speaking with support teams, among others.
Today, it’s not just about price or product. What really matters is personalisation and the overall experience.
You can’t control everything, like what people say on social media. But you can manage your interactions with them. That’s where Customer Experience Management (CEM)comes in.
CEM is more than knowing which brands people like. It means collecting customer insights and using them to craft better, more personalised experiences. Most companies now use CX management software to help with this.
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1. Increased revenue & customer lifetime value |
Happy customers spend more, shop more frequently, and recommend your brand to others. |
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2. Reduced costs & higher advocacy |
Loyal customers promote your business for free. That means less money spent on ads. |
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3. Stronger loyalty & retention |
Keeping existing customers is up to 7 times cheaper than finding new ones. |
Understanding what makes your customers happy takes time.
Use a CX platform to collect feedback across all channels and combine these insights with business data. This helps you spot trends, fix problems, and increase revenue.
It’s not just about better scores. It’s about better business results.
NPS shows how likely customers are to recommend you. They score you from 0 to 10 and can explain why. It helps you identify loyal fans and potential risks of churn.
CSAT measures how happy customers are after a specific experience. It uses a 5-point scale and is great for spotting which channels need improvement.
CES uses a 5 or 7-point scale to show how easy it is for a customer to do something, such as making a purchase or resolving an issue with an agent. Lower effort means better experience.
CX covers everything that shapes how people see your brand. This includes design, ads, values, delivery, third-party reviews, and more.
Customer service is how you assist your customers. It could be through people (in-store, phone, chat) or self-help tools (chatbots, FAQs). Fast, polite, and helpful service makes a big difference.
Improving CX should be a top business priority.
Why? Because it brings more revenue and lower costs. When you know your customers and serve them well, you reduce both CAC (Cost to Acquire) and CSC (Cost to Serve). Plus, smart insights can open new revenue streams you didn’t see before.
Staffino's Mastery Shopping® campaign revealed that when Dr. Max pharmacists proactively upsell, the average purchase value increases by 15%.
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