Have you heard about the term Customer Experince (CX) ???
If you have never heard, no problem, as we will know a little more about this term, and understand how you can use it in the children’s market.
Customer Experience is a complex process to understand your organization’s relationship with your customers. Assuming that your customer is first of all a human being, not a number or something that has no expression.
Nowadays, the experiences that customers have when interacting with their brand / store are highly valued. The experiences (good or bad) remain in people’s memory and “dialogue” with the emotions of each client.
The experience must not be an isolated action, it must accompany the entire buying journey, in practice it must be at the beginning, in the middle and at the end of any point of contact.
Achieving customer loyalty is the culmination of the entire CX process. And that only happens when the customer feels special.
When the customer has an experience with a brand / store he ends up having a perception about the brand, product or service.
3 Factors that contribute to this positive perception
Success – The degree of ease and satisfaction that the customer obtained when reaching the objective he had with the product or service purchased.
Effort – The greater the customer’s effort, needing to call, get in touch to make a complaint, having to send an email, …. the worse the experience. It is essential to facilitate the relationship with the customer.
Emotion – As he was positively surprised, either by a loving note, or by a well-kept packaging.
The Customer Experience Cycle
1 – The cycle begins with Experience
2 – Go through the perception that the client had of this process
3 – It leads the customer to have Attitude, to recommend, to trust, to love, … or to want to stay away and “detonate” the brand, product or service.
The Importance of Feedback
Feedback can help the brand / store understand if the customer experience is working.
Through feedback you get to know what the customer is actually thinking / feeling about your business.
Having feedback “in hand” you can fix problems, learn from the customer and understand the scenario you are facing.
To reach this conclusion, it will be necessary to listen to the customer, this is the consumer’s turn to speak up and point the way to a new direction, if necessary.
So you know the demands of the consumer and can offer an increasingly assertive product / service.
Customer Centric
Customer Centric seeks to centralize all strategic planning in the customer experience, increase the loyalty rate and, thus, achieve better results.
A company that is considered Customer Centric has as its main characteristic the centralization of all strategic planning in the customer. In other words, everything that is carried out within that organization aims to provide a satisfying experience for its consumer.
If you already understood that having a good relationship with your customer will bring many benefits to your business, and you want to start this process, here are some practical tips:
1- Invest in your employees
Provide training and autonomy so that your employees understand the importance of valuing the consumer, and that they start to invest more in this experience.
2- Understand your customer
It is necessary to know in depth what are the wishes, challenges, objectives and behavior of your client.
3- Track your performance
The customer needs to remain satisfied with their service, product, or service, even after making the purchase.
4- Relationship channels
Have an omnichannel service that allows contact by the customer of his preferred channel.
5- Use feedback
From the feedback it is possible to establish constant improvements in your business.