5 Important Parts That Make Up the Customer Experience (CX)

At some level, all business owners understand that their products must appeal to some customers. However, not everyone actually takes steps to consider what it is their customers actually want. This is where understanding the customer experience (CX) comes in. 

How the ideal CX looks will always vary from business to business, but the principles remain the same, whether you’re targeting a general consumer market or large institutions. 

CX encompasses every interaction and touchpoint a customer has with a business, from initial awareness through post-purchase support. All these moments combine to give each customer a unique picture of what a business is like in their minds. 

CX approaches can vary among organizations, depending on factors like business model and priorities. Despite these differences, certain fundamental elements are universally recognized as critical to delivering a superior customer experience. Let’s explore what many consider to be the most important parts of the customer experience strategy.  

What Are The Most Important Parts Of The Customer Experience Strategy? 

Today, the major brands are doing well in the customer experience strategy. I can especially mention the following names. 

• Starbucks
• Disney
• Amazon
• Zappos
• Nike
• Volvo
• Apple. 

Convenience and efficiency with a torch of personalization and emotional connection have been the strong points for these brands in boosting the customer experience strategy. 

Having said that, these are the main parts that make up the customer experience for brands. 

1) Customer Service

Customer service encompasses the support customers enjoy before, during, and after a purchase. Contrary to what you might expect, this area covers far more than what typical customer service teams help with. It also involves a brand’s ability to resolve issues, build trust, and nurture existing customer relationships. 

For example, integrating an online payments gateway that allows customers to pay with whatever method they want can count as customer service within CX. 

Being responsive, using empathy, and providing truly meaningful solutions efficiently are key to nailing down this aspect of the customer experience, not just in your “customer service” department but across your entire business.

2) Brand Perception

This area covers how customers view a brand based on their experiences and interactions. A positive brand perception can lead to better customer loyalty and real advocacy, while a negative perception can deter potential customers. 

In other words, brand perception is largely a matter of managing how customers feel about your business.

While the specifics will be different for everyone, companies should consistently communicate their values and deliver on promises to create and keep a favorable brand image. 

“Listening” to customer sentiments by monitoring social media, reviews, and feedback can help you highlight areas for improvement and insights on where to take the brand.

3) Product Quality

Whether you deal in services or physical merchandise, product quality cannot be separated from CX. After all, your products’ ability to resolve customer issues directly impacts customer satisfaction and retention. 

Function is not the only consideration either. Products must consistently exceed customer expectations (create “delight,” as some marketing theorists put it) if they are to lead to positive experiences and repeat business. Conversely, subpar products can result in dissatisfaction and harm the company’s reputation. 

This is partly contextual and has as much to do with your pricing as it does with positioning and quality control. In any case, make it a point to keep up with evolving market standards so that your business can achieve the expected quality levels for the prices you offer.

4) Pricing Strategy

Jumping off the last point, your pricing strategy directly influences perceptions of value and fairness. These perceptions, in turn, can make a significant impact, not just on CX but also on your product positioning and profit margins.

The CX aspect of pricing is not as simple as keeping prices low in relation to production costs and wider customer expectations. For example, raising the price also increases exclusivity and desire, making it the correct choice for certain businesses, particularly luxury brands.

In all cases, however, pricing must align with the perceived value of the offering. Overly high prices without corresponding quality can lead to negative reactions, while excessively low prices may raise questions about quality. 

As with other aspects of CX, regular market analysis and understanding one’s customers are essential for wielding pricing that boosts the customer experience instead of drawing away from it.

5) Consistency Across Touchpoints

Lastly, good CX is not about delivering good one-off experiences. Consistency across all customer touchpoints reinforces trust in your brand and encourages repeat purchases and recommendations. 

However, maintaining this consistency across your digital and offline touchpoints can be more challenging than you think, especially as your business expands. Unfortunately, inconsistent experiences can confuse customers and weaken brand loyalty, blunting the potential of any expansion. 

To avoid losing business over these inconsistencies, it’s important to establish clear brand guidelines and train employees across departments. 

Regular audits of customer interactions across each of your channels can help you identify discrepancies and areas for improvement. Continually re-emphasizing your company’s values will also allow your brand consistency to fall naturally into place over time.

Will AI Play A Big Role In The Customer Experience Strategy In The Future? 

Yes, artificial intelligence is going to play a major role in improving the customer experience strategy. Volvo and Nike are the two major brands operating in the transportation and footwear industry that use AI and virtual reality (VR). 

1. Volvo Using AI To Improve Customer Experience

Today, Volvo trusts in artificial intelligence for the communication between vehicles on road conditions. Furthermore, it uses NVIDIA technology and trains AI safety systems, such as emergency brakes, to ensure a faster, smarter, and smoother ride. 

2. Nike Using VR To Boost Customer Experience 

Nike uses virtual reality to showcase its curated collections. Furthermore, you can choose virtual try-ons before making the purchase. 

Guarantee Business Longevity Through Superior CX

Thanks to digital transformation, customers these days have near-infinite options. Whether they’re regular consumers, businesses, or government institutions, it makes little sense for them to stick with a business that does not consider their perspectives. 

To survive and thrive in the present day, businesses must consider CX as a key element in their market strategies.

Focusing on the things that impact how customers perceive your brand is the only way to keep your business sustainable. 

Take a systematic approach to the areas described above to get ahead of much of your competition, drive up your customer loyalty, and strengthen your chances of succeeding in your home industry.