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What is customer experience? Everything to know in 2023 | Zendesk Australia
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jqQbQC">By role</p><ul><li><a href="/au/blog/tags/service/" data-interaction-type="link-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 kJsXzP SubmenuListstyle__BlockLink-sc-z7oeax-0 gckoPG" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><span class="Linkstyle__LinkText-sc-1cm3ukq-0 iSSENB"><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Customer support</p></span></a></li><li><a href="/au/blog/tags/sales/" data-interaction-type="link-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 kJsXzP SubmenuListstyle__BlockLink-sc-z7oeax-0 gckoPG" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><span class="Linkstyle__LinkText-sc-1cm3ukq-0 iSSENB"><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Sales</p></span></a></li></ul></div></div></div><div class="StyledCol-sc-inuw62-0 coApmP Gridstyle__Col-sc-1uhmtis-2 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class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 kJsXzP SubmenuListstyle__BlockLink-sc-z7oeax-0 gckoPG" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><span class="Linkstyle__LinkText-sc-1cm3ukq-0 iSSENB"><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Podcast | Sit Down Startup</p></span></a></li><li><a target="_blank" rel="noopener noreferrer" href="https://www.youtube.com/zendesk/" data-interaction-type="link-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 kJsXzP SubmenuListstyle__BlockLink-sc-z7oeax-0 gckoPG" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><span class="Linkstyle__LinkText-sc-1cm3ukq-0 iSSENB"><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Zendesk on YouTube</p></span><svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" 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data-garden-id="buttons.anchor" data-garden-version="8.76.2"><span class="Linkstyle__LinkText-sc-1cm3ukq-0 iSSENB">Customer experience KPIs</span></a></li><li><a href="/au/blog/customer-obsession/" data-interaction-type="link-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 ejROSM eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 ehcNMN sc-57bc3dff-2 hMOjON" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><span class="Linkstyle__LinkText-sc-1cm3ukq-0 iSSENB">Customer obsession</span></a></li></ul></nav></div><div class="StyledCol-sc-inuw62-0 diGApx Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"><article data-nmw-id="pages.Blog.BlogMainContent"><section class="Basestyle__BaseRoot-sc-3zktjg-1 iuaajf"><div class="Containerstyle__ContainerRoot-sc-1d6dta4-0 cjZCoN"><div class="StyledGrid-sc-oxgg5i-0 izllXr Gridstyle__GridRoot-sc-1uhmtis-0 drMyZp" data-garden-id="grid.grid" data-garden-version="8.76.2"><div class="StyledRow-sc-xjsdg1-0 kmkcfB Gridstyle__Row-sc-1uhmtis-1 Basestyle__BaseMainRow-sc-3zktjg-0 bEEqbX hlIKQB" data-garden-id="grid.row" data-garden-version="8.76.2"><div class="StyledCol-sc-inuw62-0 bLyxSP Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"><h2 class="Headingstyle__HeadingRoot-sc-150xww-0 hpSOeB sc-ca1478c-0 ddSPwE"> <!-- --> <!-- -->15 min read</h2><h1 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">Customer experience: strategies, importance and examples</h1><p class="Headingstyle__HeadingRoot-sc-150xww-0 kbfdgI">Learn what customer experience is and why it’s so important for your business. We also provide tips and examples for how to improve your CX strategy.</p><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">By Erin Hueffner, Staff Writer</p><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Last updated September 20, 2023</p><div class="Tagstyle__TagContainer-sc-1uuac66-3 ceUOVi"><a href="/au/blog/tags/best-practices/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD Tagstyle__TagRoot-sc-1uuac66-1 culUHm" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><span class="Tagstyle__TagText-sc-1uuac66-0 kjAPec">Best practices</span></a><a href="/au/blog/tags/customer-loyalty-customer-support-trends/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD Tagstyle__TagRoot-sc-1uuac66-1 culUHm" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><span class="Tagstyle__TagText-sc-1uuac66-0 kjAPec">Client loyalty</span></a><a href="/au/blog/tags/customer-expectations/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD Tagstyle__TagRoot-sc-1uuac66-1 culUHm" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><span class="Tagstyle__TagText-sc-1uuac66-0 kjAPec">Customer expectations</span></a><a href="/au/blog/tags/customer-experience-best-practices/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD Tagstyle__TagRoot-sc-1uuac66-1 culUHm" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><span class="Tagstyle__TagText-sc-1uuac66-0 kjAPec">Customer experience</span></a><a href="/au/blog/tags/customer-retention/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD Tagstyle__TagRoot-sc-1uuac66-1 culUHm" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><span class="Tagstyle__TagText-sc-1uuac66-0 kjAPec">Customer retention</span></a></div><div class="SocialBlockstyle__SocialBlockRoot-sc-1ebt7cj-7 fDqkXl sc-2a79ddc4-4 bWvttU"><ul class="SocialBlockstyle__ListWrapper-sc-1ebt7cj-8 hAhnRj"><li class="SocialBlockstyle__ListItem-sc-1ebt7cj-9 bvObyx"><a target="_blank" href="https://twitter.com/intent/tweet?url=https://zdsk.co/3IBL0C9&text=Customer%20experience%3A%20strategies%2C%20importance%20and%20examples" class="SocialBlockstyle__Link-sc-1ebt7cj-10 kuXMXJ"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 16 16" fill="currentColor" theme="[object Object]" class="SocialBlockstyle__TwitterIcon-sc-1ebt7cj-1 ennTzG"><path class="twitter-x_svg__st0" d="M9.3 6.9 14.4 1h-1.2L8.8 6.1 5.2 1H1.1l5.3 7.8L1.1 15h1.2L7 9.6l3.7 5.4h4.1L9.3 6.9zm-1.6 2-.6-.8-4.3-6.2h1.9l3.5 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1.744.441 2.567.791s1.614.785 2.372 1.306a13.808 13.808 0 0 1 2.15 1.795 15.008 15.008 0 0 1 1.794 2.15c.509.758.936 1.546 1.279 2.363s.598 1.67.764 2.559c.178.888.266 1.812.266 2.771v-.071z"></path></svg></a></li></ul></div></div><div class="StyledCol-sc-inuw62-0 hNuVsR Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"><div shape="square" class="Relationframestyle__RelationframeRoot-sc-myqvby-0 jvviVs"><span data-nmw-id="global.Image" class="sc-4d715a79-0 gAXghe"><span style="box-sizing:border-box;display:block;overflow:hidden;width:initial;height:initial;background:none;opacity:1;border:0;margin:0;padding:0;position:absolute;top:0;left:0;bottom:0;right:0"><img alt="customer experience" fetchpriority="high" src="https://d1eipm3vz40hy0.cloudfront.net/images/Customer_Experience_123.jpg" decoding="async" data-nimg="fill" style="position:absolute;top:0;left:0;bottom:0;right:0;box-sizing:border-box;padding:0;border:none;margin:auto;display:block;width:0;height:0;min-width:100%;max-width:100%;min-height:100%;max-height:100%;object-fit:cover"/></span></span></div></div></div></div></div></section><section class="Basestyle__BaseRoot-sc-3zktjg-1 qMACC"><div class="Containerstyle__ContainerRoot-sc-1d6dta4-0 cjZCoN"><div class="StyledGrid-sc-oxgg5i-0 izllXr Gridstyle__GridRoot-sc-1uhmtis-0 drMyZp" data-garden-id="grid.grid" data-garden-version="8.76.2"><div class="StyledRow-sc-xjsdg1-0 fsMCSE Gridstyle__Row-sc-1uhmtis-1 bEEqbX" data-garden-id="grid.row" data-garden-version="8.76.2"><div class="StyledCol-sc-inuw62-0 gOpaft Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"><div class="StyledRow-sc-xjsdg1-0 fsMCSE Gridstyle__Row-sc-1uhmtis-1 sc-2a79ddc4-1 bEEqbX jOJqak" data-garden-id="grid.row" data-garden-version="8.76.2"><div class="StyledCol-sc-inuw62-0 eSGwgQ Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Customers have come to expect more out of companies, but who can blame them? We’ve all had customer experiences that range from outstanding to infuriating. It's put more pressure on companies to find a balance between the experience they want to offer and limited internal resources and other priorities—especially when the well-known customer-centric companies are the ones reaping the rewards.</p><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">In this article, we’ll explore:</p><ol class="Liststyle__OrderedListRoot-sc-1ptcc0u-0 dFXoyF bordered"><li><a href="#definition" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Customer experience definition</a></li><li><a href="#importance" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Why customer experience is important</a></li><li><a href="#Examples" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Examples of good customer experience</a></li><li><a href="#customer experience strategy" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Customer experience strategy</a></li><li><a href="#Measure" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2"> Analyse and measure CX </a></li><li><a href="#Customer experience management" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Customer experience management</a></li><li><a href="#Frequently asked questions" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Frequently asked questions on customer experience</a></li></ol><section><div class="StyledGrid-sc-oxgg5i-0 izllXr Gridstyle__GridRoot-sc-1uhmtis-0 drMyZp" data-garden-id="grid.grid" data-garden-version="8.76.2"><div class="StyledRow-sc-xjsdg1-0 fsMCSE Gridstyle__Row-sc-1uhmtis-1 bEEqbX" data-garden-id="grid.row" data-garden-version="8.76.2"><div style="margin:unset" class="StyledCol-sc-inuw62-0 dEnzys Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"><div class="accent-box accent-tofu"><h2 id="definition" class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">What is customer experience?</h2><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Customer experience (CX) is everything related to a business that affects a customer’s perception and feelings about it.</p></div></div></div></div></section><blockquote><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">"Customer experience is the sum of all the interactions that a customer has with an organization over the life of the relationship with that company or with that brand" <cite>Annette Franz, founder and CEO of CX Journey</cite></p></blockquote><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Customer experience (CX) focuses on the relationship between a business and its customers. It includes every interaction, no matter how brief and even if it doesn’t result in a purchase. Whether it’s a call to a contact center, exposure to an ad, or even something as mundane as the payment of a bill, every exchange between customers and businesses builds (or damages) the relationship. Most importantly, it’s how customers view those experiences in aggregate that matters.</p><aside><blockquote><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">"Customer experience involves every way a customer interacts with a company, at all stages of the customer journey."</p></blockquote><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne"><cite>Dave Dyson, Sr. Customer Service Evangelist, Zendesk</cite></p></aside><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">“Customer experience is how a customer feels about the sum of their interactions with a business,” says Dave Dyson, Sr. Customer Service Evangelist, Zendesk. “It involves every way a customer interacts with a company, at all stages of the customer journey—including the marketing materials they see before they become a customer, the sales experience, the quality of the product or service itself, and the customer service they receive post-purchase.”</p><h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV">What is the difference between customer experience and customer service?</h3><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">The difference between customer service and customer experience is that <a href="/au/blog/customer-service-skills/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">customer service</a> is one factor in the customer journey, while customer experience is the sum of all a customer’s interactions with the brand. In other words, customer service is one piece of the customer experience puzzle.</p><blockquote><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">“Customer service is what happens when the experience breaks down. So if we get everything right, if we have executed the experience flawlessly, or if we’ve done a great job with designing and executing on the experience, then we don’t need customer service. Because there’s not an issue with the product. The billing is accurate, it’s thorough.” <cite>Annette Franz, Founder and CEO of CX Journey</cite></p></blockquote><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Good customer service is vital to your company's overall customer experience. Agents are often the first (and only) human voice customers hear, especially when they reach out with an issue.</p><h2 id="importance" class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">Why is customer experience important for your business?</h2><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Customer experience is important. And it's only becoming more important to both customers and businesses, according to our Trends Report. <img alt="customer experience" loading="lazy" src="https://d1eipm3vz40hy0.cloudfront.net/images/customer-experience-strategy+.png"/> <img alt="customer experience" loading="lazy" src="https://d1eipm3vz40hy0.cloudfront.net/images/what-is-customer-experience.png"/></p><div class="accent-box accent-oat"><b>Here are a few reasons why it’s critical to prioritise CX. </b><ul class="Liststyle__UnorderedListRoot-sc-1ptcc0u-1 dnJUmF"><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">It can increase customer retention</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">It can boost customer lifetime value</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">It builds brand loyalty</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">It impacts brand reputability</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">It can give companies a competitive advantage</p></li></ul></div><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">How customers feel about your brand is tied to customer retention, lifetime value and brand loyalty—and 52% of customers report going out of their way to buy from brands they’re loyal to, according to <a href="/au/customer-experience-trends/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Zendesk’s Customer Experience Trends Report 2020</a>. Attracting and retaining customers in an ultra-competitive business environment is no small feat, and companies that ignore the importance of providing a seamless, effective customer experience can end up losing out to rivals who understand that it's the customer who defines good service. This means even one customer experience that does not live up to expectations could have drastic results on brand reputability, and that reduced room for error is exaggerated by the ease of switching in the web 2.0 era. If you don’t like a product, or the way a company interacts with you, finding an alternative is as easy as a Google search. In fact, half of customers say they would switch to a competitor after just one bad experience, according to Zendesk’s Trends Report. In the case of more than one bad experience, that number snowballs to 80%. “A good customer experience drives <a target="_blank" rel="noopener noreferrer" href="https://www.forbes.com/sites/forbescommunicationscouncil/2018/01/29/client-experience-as-a-competitive-advantage/#3513722856b3" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">competitive advantage<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a>. Customers can always choose to go elsewhere,” says Dyson. “If you’re having trouble and can’t reach <a href="/au/blog/customer-support-vs-customer-service/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">customer support</a>, you’re going to get frustrated, perceive that as a bad experience, and you might leave. Businesses that provide good experiences set expectations for what a customer experience should be at similar businesses.”</p><blockquote><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">50% of customers will switch to a competitor after one bad experience. In the case of more than one bad experience, that number snowballs to 80%.</p></blockquote><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Due to this developing market saturation, many companies are realising customer experience is their best chance to stand out from competitors. In other words, if a good product and competitive pricing are no longer enough to produce loyalty, then a personalised experience will have to be your differentiator.</p><h2 id="Examples" class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">Examples of a good customer experience</h2><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">A good customer experience makes it easy for a customer to do business with you, according to Dyson. “A great customer experience makes it effortless for customers to accomplish their goals for what they want to use your product or service for,” he says. “Customer loyalty is less about big ‘wow’ moments and more about being dependable and making things easy for customers.”</p><div class="accent-box accent-tofu"><b>A positive customer experience might include:</b><ul class="Liststyle__UnorderedListRoot-sc-1ptcc0u-1 dnJUmF"><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Marketing setting realistic expectations about the product or service</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Intuitive product design</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Easy-to-access self-help resources</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Proactive messaging around known issues</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Sales being transparent about pricing</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Always-available live customer support with short waits</p></li></ul></div><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">What’s important is that all these teams are working together to create a seamless, consistent experience for the customer. Since a separate department usually handles every customer interaction, it may seem like having satisfactory metrics within each department would be enough to create a great customer experience. However, the tricky part is that the consumer does not experience their relationship with your company as a series of smaller interactions, but rather will remember it as one ongoing interaction. This can create problems for organisations in which various departments are siloed and do not communicate with each other. Silos can result in customers having to repeat information, fill out forms multiple times or just a customer journey that drags on longer than needed. For instance, agents should be able to easily access context like what items are in a customer’s shopping basket or what outbound email promotions they’ve opened, even if the marketing team is directly responsible for that information. Likewise, a marketing team should have insight into past support interactions so they can send customers more targeted emails. Being aware of CX from an end-to-end viewpoint and making sure customers’ needs are at the centre of attention every step of the way is key for creating a good customer experience. <img alt="good customer experience" loading="lazy" src="https://d1eipm3vz40hy0.cloudfront.net/images/what+is+customer+experience.png"/></p><h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV">Examples of a bad customer experience</h3><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">A bad customer experience happens when a customer feels a business failed to meet their expectations. According to our Trends Report, the top indicators of a poor customer experience include:</p><ul class="Liststyle__UnorderedListRoot-sc-1ptcc0u-1 dnJUmF"><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Long wait times</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">An automated system that makes it hard to reach a human agent</p></li><li><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Having to repeat information multiple times</p></li></ul><h2 id="customer experience strategy" class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">7 ways to improve your customer experience strategy</h2><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">The good news is that customer experience can be improved. And it starts by putting the customer at the centre of your strategy. Here are 7 tips:</p><h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV">1. Create feedback loops</h3><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Customer feedback provides insight into customers’ expectations and how they might change over time with changes in your industry. It can also tell you where customers are getting stuck and confirm what’s working well. The key is to acknowledge the feedback and do your best to act on it. “It’s important to create a feedback loop with customers and act on what they tell you,” says Dyson. “This builds trust and ensures it’s not just lip service.” Dyson also recommends creating an internal employee feedback loop. Agents can help aggregate customer feedback and provide insight into what’s making it challenging for them to deliver great service, such as policies or processes that don’t suit customer needs, or friction between siloed teams that leads to slow resolution of customer issues.</p><h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV">2. Build an omnichannel experience</h3><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">When you develop an omnichannel CX strategy, you are not only meeting customers where they are—that’s just table stakes. <a target="_blank" rel="noopener noreferrer" href="https://blog.smooch.io/what-omnichannel-really-means/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Omnichannel means<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a> going a step further and providing a consistent communications journey for your customer, one where the conversation history and context travels with them from channel to channel. Context—about who your customer is, what outbound emails they’ve opened, what’s sitting in their shopping cart, or what they’ve talked to you about in the past—is crucial for delivering a good experience across channels. <img alt="customer experience" loading="lazy" src="https://d1eipm3vz40hy0.cloudfront.net/images/what+is+Excellent+customer+service.png"/></p><h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV">3. Create a content management strategy</h3><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Customers would often rather solve issues on their own than ask a live agent. You can help them help themselves with data-driven content. Usually, it’s in the form of help articles or <a target="_blank" rel="noopener noreferrer" href="https://www.zendesk.com/service/messaging/chatbot/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">chatbots<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a> that quickly point customers in the right direction. Ensuring that your content is accurate and up-to-date is crucial; an unhelpful article translates into a bad experience.</p><h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV">4. Deliver personalisation</h3><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">According to our Trends Report, 76% of customers expect personalisation using data. This might include engagement over their preferred contact method, account type or status, product recommendations based on purchase or search history, or some kind of personalized online experience. Tailoring support efforts towards customer personas can go a long way. Gathering context about who they are (their preferences, personalities, habits, etc.) can help agents better target their support, and leads to faster resolution. It may be helpful to conduct UX research on your business’s support initiatives to figure out ways to make interactions more personalised.</p><h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV">5. Empower customers through AI</h3><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Gartner estimates that by 2022, 72% of customer interactions will involve an emerging technology such as machine-learning applications, chatbots or mobile messaging. AI-powered chatbots and virtual customer assistants are handy for quick, repetitive tasks. But when they reach their limits on providing capable customer support, humans need to be there to help their customers.</p><h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV">6. Deliver proactive experiences</h3><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Simply reacting to customers’ needs is no longer enough to stand out. When businesses are proactive—anticipating customers’ needs and getting ahead of a problem before it escalates or even happens—they can create a unique experience that feels personal.</p><blockquote><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Proactive support for me is about getting ahead of technical issues, breakdowns, issues that you have identified — and then reaching out to customers to let them know: <em>Hey, here's what's going on and here's what we're doing about it</em> <cite>Annette Franz, founder and CEO of CX Journey</cite></p></blockquote><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">An e-commerce company might deploy a chatbot on its checkout page to answer customers' questions before they abandon their cart. Or, an internet company might send a text to let customers know about an upcoming outage.</p><h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV">7. Use data and analytics</h3><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">The stories found in the data about your customers and your support agents will clue you into many trends: the efficiency of the support organisation, general satisfaction with the interactions, behavioural trends amongst your customers, and lots more. Refining processes with your customers in mind starts with understanding what the data is saying. <img alt="customer experience" loading="lazy" src="https://d1eipm3vz40hy0.cloudfront.net/images/why+is+customer+experience+important.png"/></p><h2 id="Measure" class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">How to measure customer experience</h2><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">“There’s no single, magic number to measure customer experience,” says Dyson. “You have to look at all the little pieces of the elephant. It’s hard to measure as a whole, so the more data you have, the better.” Here a few places to start:</p><ul class="Liststyle__UnorderedListRoot-sc-1ptcc0u-1 dnJUmF"><li><strong>Send customers satisfaction surveys</strong> These give you insight into things like customer satisfaction score (CSAT) and Net Promoter Score (NPS).</li><li><strong>Measure customer effort score (CES)</strong> This tells you how easy a customer thought it was to get a resolution to a recent contact. </li><li><strong>Analyse churn rates, expansion rates and customer lifetime value</strong> "You can take a look at churn and expansion amongst different cohorts and compare them, such as those who interacted with your support team and those who didn’t,” says Dyson. “If those who contacted support are staying longer, you know your support team is creating a good experience.” </li><li><strong>A/B test new CX efforts</strong> For example, when integrating your customer support tool with your marketing automation system, you can A/B test emails to targeted customer segments. </li><li><strong>Use your community forum as a virtual focus group</strong> Community forum discussions around pain points, feature requests or how customers are using your product or service can provide insight into how customers feel about their experience with your business. </li><li><strong>Look at <a href="/au/blog/3-types-customer-analytics/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">customer service data</a> </strong>like ticket reopen rate and time-to-resolution<br/>“Look at how long customers have to wait before they get an answer. No one likes to wait when they need help,” says Dyson. <strong></strong></li><li>Talk to customer-facing staff<br/> “Beyond the numbers, it can be equally as helpful to ask customer-facing staff about what customers are telling them,” says Dyson. For instance, customer support might have insight about pain points they can share with the product team. “It’s also key to ask agents if they’re having any difficulties. If they are, chances are customers are too. When you make your agents’ jobs easier, they can provide a better experience for customers.”</li></ul><div class="Containerstyle__ContainerRoot-sc-1d6dta4-0 cjZCoN"><div role="complementary" aria-label="body-promo" data-cookie-name="false" data-location="body" class="Promostyle__PromoRoot-sc-1lscwvc-0 lmcbFC sc-4c913245-0 gNPEJq"><div class="Promostyle__TextWrapper-sc-1lscwvc-2 gMFoUj"><h3 class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV">More ways to measure CX</h3></div><div class="Promostyle__LinkWrapper-sc-1lscwvc-3 biyiQd"><div class="LinkGroupstyle__LinkGroupRoot-sc-1rsp4bh-0 ialojv"><a href="/au/blog/measuring-customer-experience/" data-interaction-type="link-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 kJsXzP" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><span class="Linkstyle__LinkText-sc-1cm3ukq-0 iSSENB">Read the blog</span></a></div></div></div></div><h2 id="Customer experience management" class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">What is customer experience management?</h2><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Customer experience management is “the practice of designing and reacting to customer interactions to meet or exceed their expectations, leading to greater customer satisfaction, loyalty and advocacy,” <a target="_blank" rel="noopener noreferrer" href="https://www.gartner.com/en/information-technology/glossary/customer-experience-management-cem" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">according to Gartner<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a>. Companies that are unable to successfully <a href="/au/blog/customer-experience-management-matters/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">manage the customer experience</a> are often taking a fragmented approach; that is, they’re looking at the different factors and figuring out how each one can be improved. While they’re doing so, they aren’t giving due consideration to how each factor influences the others. That approach upholds the chaos that causes unsuccessful customer experience management. By taking a more organisational and holistic approach to a customer experience strategy, it leads to more customer satisfaction and <a target="_blank" rel="noopener noreferrer" href="https://www.forbes.com/sites/blakemorgan/2019/09/24/50-stats-that-prove-the-value-of-customer-experience/#539af3874ef2" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">loyalty.<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a> Here are some areas to keep in mind when building your strategy:</p><ul class="Liststyle__UnorderedListRoot-sc-1ptcc0u-1 hhFmhj" color="kale"><li><div class="Liststyle__UlIconContainer-sc-1ptcc0u-2 kuPBTz"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 16 16" fill="currentColor" style="fill:currentColor"><path d="M8 0C3.6 0 0 3.6 0 8s3.6 8 8 8 8-3.6 8-8c0-2.1-.85-4.15-2.35-5.65S10.1 0 8 0zM6.2 12.6 2.9 9.35l.85-.85 2.45 2.45 6.05-6.1.85.85-6.9 6.9z"></path></svg></div><div class="Liststyle__UlTextContainer-sc-1ptcc0u-3 DTryz">Marketing<br/>Marketing’s role might be the most dynamic; it needs to constantly adjust to match customers' shifting needs. Marketers are often responsible for making the first impression on a prospect through adverts, outbound campaigns and word-of-mouth. Their influence continues through public communications, <a href="/au/support/features/social-media-customer-service/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">social media</a> marketing and creating a brand presence. The data gathered through all these customer touchpoints can help you create more personalised customer experiences, which in turn create more loyal customers.</div></li><li><div class="Liststyle__UlIconContainer-sc-1ptcc0u-2 kuPBTz"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 16 16" fill="currentColor" style="fill:currentColor"><path d="M8 0C3.6 0 0 3.6 0 8s3.6 8 8 8 8-3.6 8-8c0-2.1-.85-4.15-2.35-5.65S10.1 0 8 0zM6.2 12.6 2.9 9.35l.85-.85 2.45 2.45 6.05-6.1.85.85-6.9 6.9z"></path></svg></div><div class="Liststyle__UlTextContainer-sc-1ptcc0u-3 DTryz">Sales<br/>Sales organisations are responsible for solidifying the expectations of becoming and being a customer. Outside quick retail experiences, the sales process is often very attentive to the customer journey and meeting the needs of their prospects. This provides valuable insights concerning what customers are looking for (be it specific features, follow-ups, support requirements, etc.), which in turn can influence the efforts in other parts of the business. When your customer experience is in sync, sales can be more enabled to close repeat purchases and reduce customer churn rates.</div></li><li><div class="Liststyle__UlIconContainer-sc-1ptcc0u-2 kuPBTz"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 16 16" fill="currentColor" style="fill:currentColor"><path d="M8 0C3.6 0 0 3.6 0 8s3.6 8 8 8 8-3.6 8-8c0-2.1-.85-4.15-2.35-5.65S10.1 0 8 0zM6.2 12.6 2.9 9.35l.85-.85 2.45 2.45 6.05-6.1.85.85-6.9 6.9z"></path></svg></div><div class="Liststyle__UlTextContainer-sc-1ptcc0u-3 DTryz">Product<br/>The goods and services provided by a company and the customer experience are closely linked; many customers will pay more for an experience than the product they’re receiving (think of the differences between high-class dining and fast-casual fare). Beyond the immediate experience, details like reliability, affordability, user experience (UX), general ease of use and a product’s life cycle all tie into the overall experience a company creates for its customers. The experience provided by the product is the primary contributor to a business’s reputation, which in turn impacts every other part of the customer experience.</div></li><li><div class="Liststyle__UlIconContainer-sc-1ptcc0u-2 kuPBTz"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" viewBox="0 0 16 16" fill="currentColor" style="fill:currentColor"><path d="M8 0C3.6 0 0 3.6 0 8s3.6 8 8 8 8-3.6 8-8c0-2.1-.85-4.15-2.35-5.65S10.1 0 8 0zM6.2 12.6 2.9 9.35l.85-.85 2.45 2.45 6.05-6.1.85.85-6.9 6.9z"></path></svg></div><div class="Liststyle__UlTextContainer-sc-1ptcc0u-3 DTryz">Customer service<br/>After a sale, customer service is often the primary department which interacts with the customer.</div></li></ul><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Support agents can collect real-time feedback: they can see how customers interact with the product, how (and if) expectations are being met, and how the customer base is changing. Feedback is critical; businesses can’t effectively evolve without it. <b>A CRM platform like <a target="_blank" rel="noopener noreferrer" href="/au/platform/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">Zendesk’s Sunshine<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a> can help connect customer data from all these teams and areas of the business together to streamline management.</b></p><h2 id="Frequently asked questions" class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">Frequently asked questions on customer experience</h2><div itemType="https://schema.org/FAQPage" class="StyledAccordion-sc-niv9ic-0 dgZvap Accordionstyle__AccordionRoot-sc-ga9m60-0 ezJqxF" data-garden-id="accordions.accordion" data-garden-version="8.76.2"><div itemProp="mainEntity" itemType="https://schema.org/Question" class="StyledSection-sc-v2t9bd-0 bFpvu Accordionstyle__AccordionSection-sc-ga9m60-1 gnqlnn" data-garden-id="accordions.section" data-garden-version="8.76.2"><div role="heading" aria-level="5" data-garden-container-id="containers.accordion" data-garden-container-version="3.0.12" class="StyledHeader-sc-2c6rbr-0 fACeEF Accordionstyle__AccordionHeader-sc-ga9m60-2 drWfwO" data-garden-id="accordions.header" data-garden-version="8.76.2"><button id=":R3llaa76:--trigger:0" role="button" tabindex="0" aria-controls=":R3llaa76:--panel:0" aria-expanded="false" type="button" class="StyledButton-sc-xj3hy7-0 dEksFO Accordionstyle__AccordionLabel-sc-ga9m60-3 bwTZUN" data-garden-id="accordions.button" data-garden-version="8.76.2"><h3 itemProp="name" class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV">What is a great customer experience?</h3></button><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" focusable="false" viewBox="0 0 16 16" aria-hidden="true" theme="[object Object]" data-garden-id="accordions.rotate_icon" data-garden-version="8.76.2" class="StyledRotateIcon-sc-hp435q-0 bMaXIE"><path fill="currentColor" d="M12.688 5.61a.5.5 0 01.69.718l-.066.062-5 4a.5.5 0 01-.542.054l-.082-.054-5-4a.5.5 0 01.55-.83l.074.05L8 9.359l4.688-3.75z"></path></svg></div><section inert="" id=":R3llaa76:--panel:0" aria-hidden="true" aria-labelledby=":R3llaa76:--trigger:0" itemProp="acceptedAnswer" itemType="https://schema.org/Answer" class="StyledPanel-sc-1piryze-0 iUxhVd Accordionstyle__AccordionPanel-sc-ga9m60-4 gnVGEK" data-garden-id="accordions.panel" data-garden-version="8.76.2"><div data-garden-id="accordions.step_inner_panel" data-garden-version="8.76.2" class="StyledInnerPanel-sc-8nbueg-0 gxjxDP"><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">A great customer experience is easy and fast. But it's also built with empathy in mind and reflects customers' values. In fact, 65% of customers want to buy from companies that offer quick and easy online transactions, and 54% want to buy from companies that prioritise diversity, equity and inclusion in their communities and workplaces, according to our Trends Report.</p></div></section></div><div itemProp="mainEntity" itemType="https://schema.org/Question" class="StyledSection-sc-v2t9bd-0 bFpvu Accordionstyle__AccordionSection-sc-ga9m60-1 gnqlnn" data-garden-id="accordions.section" data-garden-version="8.76.2"><div role="heading" aria-level="5" data-garden-container-id="containers.accordion" data-garden-container-version="3.0.12" class="StyledHeader-sc-2c6rbr-0 fACeEF Accordionstyle__AccordionHeader-sc-ga9m60-2 drWfwO" data-garden-id="accordions.header" data-garden-version="8.76.2"><button id=":R3llaa76:--trigger:1" role="button" tabindex="0" aria-controls=":R3llaa76:--panel:1" aria-expanded="false" type="button" class="StyledButton-sc-xj3hy7-0 dEksFO Accordionstyle__AccordionLabel-sc-ga9m60-3 bwTZUN" data-garden-id="accordions.button" data-garden-version="8.76.2"><h3 itemProp="name" class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV">What can cause a bad customer experience?</h3></button><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" focusable="false" viewBox="0 0 16 16" aria-hidden="true" theme="[object Object]" data-garden-id="accordions.rotate_icon" data-garden-version="8.76.2" class="StyledRotateIcon-sc-hp435q-0 bMaXIE"><path fill="currentColor" d="M12.688 5.61a.5.5 0 01.69.718l-.066.062-5 4a.5.5 0 01-.542.054l-.082-.054-5-4a.5.5 0 01.55-.83l.074.05L8 9.359l4.688-3.75z"></path></svg></div><section inert="" id=":R3llaa76:--panel:1" aria-hidden="true" aria-labelledby=":R3llaa76:--trigger:1" itemProp="acceptedAnswer" itemType="https://schema.org/Answer" class="StyledPanel-sc-1piryze-0 iUxhVd Accordionstyle__AccordionPanel-sc-ga9m60-4 gnVGEK" data-garden-id="accordions.panel" data-garden-version="8.76.2"><div data-garden-id="accordions.step_inner_panel" data-garden-version="8.76.2" class="StyledInnerPanel-sc-8nbueg-0 gxjxDP"><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">A bad customer experience fails to meet customers’ needs. Long wait times and having to repeat information multiple times are two factors that can cause a poor experience.</p></div></section></div><div itemProp="mainEntity" itemType="https://schema.org/Question" class="StyledSection-sc-v2t9bd-0 bFpvu Accordionstyle__AccordionSection-sc-ga9m60-1 gnqlnn" data-garden-id="accordions.section" data-garden-version="8.76.2"><div role="heading" aria-level="5" data-garden-container-id="containers.accordion" data-garden-container-version="3.0.12" class="StyledHeader-sc-2c6rbr-0 fACeEF Accordionstyle__AccordionHeader-sc-ga9m60-2 drWfwO" data-garden-id="accordions.header" data-garden-version="8.76.2"><button id=":R3llaa76:--trigger:2" role="button" tabindex="0" aria-controls=":R3llaa76:--panel:2" aria-expanded="false" type="button" class="StyledButton-sc-xj3hy7-0 dEksFO Accordionstyle__AccordionLabel-sc-ga9m60-3 bwTZUN" data-garden-id="accordions.button" data-garden-version="8.76.2"><h3 itemProp="name" class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV">What is the role of customer experience?</h3></button><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" focusable="false" viewBox="0 0 16 16" aria-hidden="true" theme="[object Object]" data-garden-id="accordions.rotate_icon" data-garden-version="8.76.2" class="StyledRotateIcon-sc-hp435q-0 bMaXIE"><path fill="currentColor" d="M12.688 5.61a.5.5 0 01.69.718l-.066.062-5 4a.5.5 0 01-.542.054l-.082-.054-5-4a.5.5 0 01.55-.83l.074.05L8 9.359l4.688-3.75z"></path></svg></div><section inert="" id=":R3llaa76:--panel:2" aria-hidden="true" aria-labelledby=":R3llaa76:--trigger:2" itemProp="acceptedAnswer" itemType="https://schema.org/Answer" class="StyledPanel-sc-1piryze-0 iUxhVd Accordionstyle__AccordionPanel-sc-ga9m60-4 gnVGEK" data-garden-id="accordions.panel" data-garden-version="8.76.2"><div data-garden-id="accordions.step_inner_panel" data-garden-version="8.76.2" class="StyledInnerPanel-sc-8nbueg-0 gxjxDP"><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">The role of a customer experience team is to ensure the company meets customers’ needs and expectations. This might include sharing customer feedback that the customer service team collects across the organisation to solve pain points.</p></div></section></div><div itemProp="mainEntity" itemType="https://schema.org/Question" class="StyledSection-sc-v2t9bd-0 bFpvu Accordionstyle__AccordionSection-sc-ga9m60-1 gnqlnn" data-garden-id="accordions.section" data-garden-version="8.76.2"><div role="heading" aria-level="5" data-garden-container-id="containers.accordion" data-garden-container-version="3.0.12" class="StyledHeader-sc-2c6rbr-0 fACeEF Accordionstyle__AccordionHeader-sc-ga9m60-2 drWfwO" data-garden-id="accordions.header" data-garden-version="8.76.2"><button id=":R3llaa76:--trigger:3" role="button" tabindex="0" aria-controls=":R3llaa76:--panel:3" aria-expanded="false" type="button" class="StyledButton-sc-xj3hy7-0 dEksFO Accordionstyle__AccordionLabel-sc-ga9m60-3 bwTZUN" data-garden-id="accordions.button" data-garden-version="8.76.2"><h3 itemProp="name" class="Headingstyle__HeadingRoot-sc-150xww-0 haxOMV">What is an example of customer experience?</h3></button><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" focusable="false" viewBox="0 0 16 16" aria-hidden="true" theme="[object Object]" data-garden-id="accordions.rotate_icon" data-garden-version="8.76.2" class="StyledRotateIcon-sc-hp435q-0 bMaXIE"><path fill="currentColor" d="M12.688 5.61a.5.5 0 01.69.718l-.066.062-5 4a.5.5 0 01-.542.054l-.082-.054-5-4a.5.5 0 01.55-.83l.074.05L8 9.359l4.688-3.75z"></path></svg></div><section inert="" id=":R3llaa76:--panel:3" aria-hidden="true" aria-labelledby=":R3llaa76:--trigger:3" itemProp="acceptedAnswer" itemType="https://schema.org/Answer" class="StyledPanel-sc-1piryze-0 iUxhVd Accordionstyle__AccordionPanel-sc-ga9m60-4 gnVGEK" data-garden-id="accordions.panel" data-garden-version="8.76.2"><div data-garden-id="accordions.step_inner_panel" data-garden-version="8.76.2" class="StyledInnerPanel-sc-8nbueg-0 gxjxDP"><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">One example of customer experience is customer service. CSAT surveys give companies insight into how happy customers are with the quality of service they receive, which is a key part of a good experience.</p></div></section></div></div><p class="Textstyle__TextRoot-sc-c9um69-0 dubpne">Investing in good CX through an <a target="_blank" rel="noopener noreferrer" href="https://www.zendesk.com/service/analytics/customer-experience-software/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD" data-garden-id="buttons.anchor" data-garden-version="8.76.2">CX software<svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" focusable="false" viewBox="0 0 12 12" role="img" aria-label="(opens in a new tab)" theme="[object Object]" data-garden-id="buttons.external_icon" data-garden-version="8.76.2" class="StyledExternalIcon-sc-16oz07e-0 heVnvL"><path fill="none" stroke="currentColor" stroke-linecap="round" d="M10.5 8.5V10c0 .3-.2.5-.5.5H2c-.3 0-.5-.2-.5-.5V2c0-.3.2-.5.5-.5h1.5M6 6l4-4m-3.5-.5H10c.3 0 .5.2.5.5v3.5"></path></svg></a> is important for any company, no matter how big or small. After all, your success depends on your ability to keep and attract loyal customers. And failing to put your customers first can send them straight to your competitor.</p></div></div></div></div></div></div></section></article></div></div></div></div></section><section class="Basestyle__BaseRoot-sc-3zktjg-1 hPNIKC"><div class="Containerstyle__ContainerRoot-sc-1d6dta4-0 cjZCoN"><div class="StyledGrid-sc-oxgg5i-0 izllXr Gridstyle__GridRoot-sc-1uhmtis-0 drMyZp" data-garden-id="grid.grid" data-garden-version="8.76.2"><div class="StyledRow-sc-xjsdg1-0 kmkcfB Gridstyle__Row-sc-1uhmtis-1 Basestyle__BaseMainRow-sc-3zktjg-0 bEEqbX hlIKQB" data-garden-id="grid.row" data-garden-version="8.76.2"><div class="StyledCol-sc-inuw62-0 iqteIG Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"><h2 class="Headingstyle__HeadingRoot-sc-150xww-0 VdMLR">Related stories</h2></div><div class="StyledCol-sc-inuw62-0 cmRjVg Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"></div></div><div class="StyledRow-sc-xjsdg1-0 fsMCSE Gridstyle__Row-sc-1uhmtis-1 bEEqbX" data-garden-id="grid.row" data-garden-version="8.76.2"><div style="margin-bottom:16px" class="StyledCol-sc-inuw62-0 jjCVBw Gridstyle__Col-sc-1uhmtis-2 hmvmFG" data-garden-id="grid.col" data-garden-version="8.76.2"><div href="#" data-tags="" class="Cardstyle__CardRoot-sc-1g3sojj-1 kMMbdA"><div shape="square" class="Relationframestyle__RelationframeRoot-sc-myqvby-0 jvviVs"><span data-nmw-id="global.Image" class="sc-4d715a79-0 gAXghe"><span style="box-sizing:border-box;display:block;overflow:hidden;width:initial;height:initial;background:none;opacity:1;border:0;margin:0;padding:0;position:absolute;top:0;left:0;bottom:0;right:0"><img alt="" src="data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7" decoding="async" data-nimg="fill" 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become the two largest consumer groups in the country. Companies hoping to earn their brand loyalty should study their differing customer experience expectations and preferences.</p><div class="Tagstyle__TagContainer-sc-1uuac66-3 ceUOVi"><a href="/au/blog/tags/best-practices/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD Tagstyle__TagRoot-sc-1uuac66-1 culUHm" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><span class="Tagstyle__TagText-sc-1uuac66-0 kjAPec">Best practices</span></a><a href="/au/blog/tags/customer-loyalty-customer-support-trends/" data-interaction-type="link-inline-primary" class="StyledButton-sc-qe3ace-0 StyledAnchor-sc-xshgmo-0 hFhGrE eLyIGa Linkstyle__LinkRoot-sc-1cm3ukq-2 dujRMD Tagstyle__TagRoot-sc-1uuac66-1 culUHm" data-garden-id="buttons.anchor" data-garden-version="8.76.2"><span class="Tagstyle__TagText-sc-1uuac66-0 kjAPec">Client loyalty</span></a><a href="/au/blog/tags/customer-expectations/" 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Companies hoping to earn their brand loyalty should study their differing customer experience expectations and preferences.","title":"Millennials vs. Gen Z: How their customer service expectations compare","tags":[{"href":"/blog/tags/best-practices/","children":"Best practices","key":"tag-7"},{"href":"/blog/tags/customer-loyalty-customer-support-trends/","children":"Client loyalty","key":"tag-20"},{"href":"/blog/tags/customer-expectations/","children":"Customer expectations","key":"tag-22"}],"resourceType":"blog","category":{"link":"/blog/tags/service/","title":"Customer support","id":4},"subcategory":{"link":"/blog/tags/customer-engagement/","title":"Customer engagement","id":13},"key":"postBlock-525","publishedAt":"2022-01-12 11:40:15"}]},"attributes":{"home-promotion-order":"Select","resource-type_value":"0","resource-header-text_value":"Why Companies Should Invest in the Customer Experience","resource-infographic-url_value":"https://d16cvnquvjw7pr.cloudfront.net/images/blog-photos-new/Infographic-Invest-In-Customer-Service.png","resource-body-copy_value":"\u003cp\u003eEven if \u003ca href=\"http://www.amctv.com/shows/mad-men/cast/don-draper\" target=\"_blank\"\u003eDon Draper\u003c/a\u003e himself fleshed out your latest ad campaign, nothing can replace the incredible value of providing customers with the best possible customer experience. Think about it, if you went the fanciest restaurant in town and everyone treated you poorly, would you go back?\u003c/p\u003e\r\n\u003cp\u003eWith peer-to-peer reviews carrying even more weight thanks to the power of Facebook, Twitter, and the barrage of other social media channels rising in popularity at breakneck speed, it?s never been more important to invest in customer service. Because, hey, \u003ca href=\"http://www.zendesk.com/blog/why-social-media-needs-to-be-a-part-of-your-support-strategy\" target=\"_blank\"\u003ebad news travels fast\u003c/a\u003e. It?s one of the reasons why we recently introduced our \u003ca href=\"http://www.zendesk.com/blog/capture-the-definitive-business-metric-customer-satisfaction\" target=\"_blank\"\u003eCustomer Satisfaction Ratings feature\u003c/a\u003e, so organizations have a proper tool for measuring how happy their customers are with their customer support (and taking the appropriate corrective actions ASAP when required).\u003c/p\u003e","resource-about-text_value":"Zendesk builds support software for companies who care about their customers.","resource-adblock-one-title_value":"Social Media: Don't Get Left Behind","resource-adblock-one-link_value":"http://www.zendesk.com/resources/social-media-and-the-future-of-customer-support","resource-adblock-one-image_value":"https://d16cvnquvjw7pr.cloudfront.net/images/p-resources/promo-infographic-social-media-dominance.png","resource-adblock-two-title_value":"How Your Company's Customer Service is Being Graded Online","resource-adblock-two-link_value":"http://www.zendesk.com/resources/how-your-companys-customer-service-is-being-graded-online","resource-adblock-two-image_value":"https://d16cvnquvjw7pr.cloudfront.net/images/p-resources/promo-infographic-grade-your-support.jpg","resource-gated_value":"0","sfdc-campaign-id":"","tagline":"","web-thank-you-message":"","_encloseme":"1","_wp_old_date":"2013-01-11","pardot-url":"","thumbnail-image":"","enable-form-swaps":"","enable-form-swaps-checkbox-fix":"","_trash_the_other_posts":"0","blog-post-hierarchy":"1","nav-title":"Customer experience","blog-post-gated-img":"https://d26a57ydsghvgx.cloudfront.net/content/Photography%20%28updated%20dimensions%202020%29/IndustriesSoftware-274_Final_x2.jpg","blog-post-gated-headline":"Simple solutions to the top CX challenges of 2020","blog-post-gated-subheadline":"Dive deeper into delivering an excellent customer experience.","blog-post-load-wistia":"Select One","_oembed_1be95a1117fdda83d405de6d4ecbd439":"{{unknown}}","_oembed_1327acc27f9327133fae218494b05043":"{{unknown}}","blog-post-promoted":"1","_yoast_wpseo_primary_category":"","_yoast_wpseo_primary_filter_tag_blog":"7","_edit_lock":"1713393905:2871","_edit_last":"4021","_pingme":"1","canonical":"https://www.zendesk.com/au/blog/why-companies-should-invest-in-the-customer-experience/","seoTitle":"What is customer experience? Everything to know in 2023 | Zendesk Australia","seoDescription":"Learn more about what customer experience is and why it’s so important for your business. Discover tips and examples for how to improve your CX strategy.","seoImage":"https://d1eipm3vz40hy0.cloudfront.net/images/Customer_Experience_123.jpg","twitterImage":"https://d1eipm3vz40hy0.cloudfront.net/images/Customer_Experience_123.jpg","robots":"index,max-snippet:-1,max-image-preview:large,max-video-preview:-1,follow","hub":{"href":"/blog/why-companies-should-invest-in-the-customer-experience/","children":"Customer experience","key":"linkListItem-1547"},"spokes":[{"href":"/blog/10-customer-experience-kpis/","children":"Customer experience KPIs","key":"linkListItem-561"},{"href":"/blog/customer-obsession/","children":"Customer obsession","key":"linkListItem-2379"}],"breadcrumbs":[{"link":"/blog/tags/service/","title":"Customer support","id":4},{"link":"/blog/tags/customer-engagement/","title":"Customer engagement","id":13},{"title":"Customer experience","link":""}],"path":"/blog/why-companies-should-invest-in-the-customer-experience/","title":"Customer experience: strategies, importance and examples","publishedAt":"2022-01-25 14:43:45","updatedAt":"2023-09-20 09:55:14","updatedAtFormatted":"September 20, 2023","content":"\u003cp\u003eCustomers have come to expect more out of companies, but who can blame them? We’ve all had customer experiences that range from outstanding to infuriating. It\u0026#39;s put more pressure on companies to find a balance between the experience they want to offer and limited internal resources and other priorities—especially when the well-known customer-centric companies are the ones reaping the rewards.\u003c/p\u003e\n\u003cp\u003eIn this article, we’ll explore:\u003c/p\u003e\n\u003col class=\"bordered\"\u003e\n\u003cli\u003e\u003ca href=\"#definition\"\u003eCustomer experience definition\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#importance\"\u003eWhy customer experience is important\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#Examples\"\u003eExamples of good customer experience\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#customer experience strategy\"\u003eCustomer experience strategy\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#Measure\"\u003e Analyse and measure CX \u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#Customer experience management\"\u003eCustomer experience management\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#Frequently asked questions\"\u003eFrequently asked questions on customer experience\u003c/a\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003csection\u003e\n\u003cdiv class=\"container grid\"\u003e\n\u003cdiv class=\"row\"\u003e\n\u003cdiv class=\"col col-small-10\"\u003e\n\u003cdiv class=\"accent-box accent-tofu\"\u003e\n\u003ch2 id=\"definition\"\u003eWhat is customer experience?\u003c/h2\u003e\n\u003cp\u003eCustomer experience (CX) is everything related to a business that affects a customer’s perception and feelings about it.\u003c/p\u003e\n\u003c/p\u003e\u003c/div\u003e\n\u003c/p\u003e\u003c/div\u003e\n\u003c/p\u003e\u003c/div\u003e\n\u003c/p\u003e\u003c/div\u003e\n\u003c/section\u003e\n\u003cblockquote\u003e\u003cp\u003e\u0026quot;Customer experience is the sum of all the interactions that a customer has with an organization over the life of the relationship with that company or with that brand\u0026quot; \u003ccite\u003eAnnette Franz, founder and CEO of CX Journey\u003c/cite\u003e\u003c/p\u003e\u003c/blockquote\u003e\n\u003cp\u003eCustomer experience (CX) focuses on the relationship between a business and its customers. It includes every interaction, no matter how brief and even if it doesn’t result in a purchase. Whether it’s a call to a contact center, exposure to an ad, or even something as mundane as the payment of a bill, every exchange between customers and businesses builds (or damages) the relationship. Most importantly, it’s how customers view those experiences in aggregate that matters.\u003c/p\u003e\n\u003caside\u003e\n\u003cblockquote\u003e\u003cp\u003e\u0026quot;Customer experience involves every way a customer interacts with a company, at all stages of the customer journey.\u0026quot;\u003c/p\u003e\u003c/blockquote\u003e\n\u003cp\u003e\u003ccite\u003eDave Dyson, Sr. Customer Service Evangelist, Zendesk\u003c/cite\u003e\u003c/aside\u003e\n\u003cp\u003e“Customer experience is how a customer feels about the sum of their interactions with a business,” says Dave Dyson, Sr. Customer Service Evangelist, Zendesk. “It involves every way a customer interacts with a company, at all stages of the customer journey—including the marketing materials they see before they become a customer, the sales experience, the quality of the product or service itself, and the customer service they receive post-purchase.”\u003c/p\u003e\n\u003ch3\u003eWhat is the difference between customer experience and customer service?\u003c/h3\u003e\n\u003cp\u003eThe difference between customer service and customer experience is that \u003ca href=\"/blog/customer-service-skills/\"\u003ecustomer service\u003c/a\u003e is one factor in the customer journey, while customer experience is the sum of all a customer’s interactions with the brand. In other words, customer service is one piece of the customer experience puzzle.\u003c/p\u003e\n\u003cblockquote\u003e\u003cp\u003e“Customer service is what happens when the experience breaks down. So if we get everything right, if we have executed the experience flawlessly, or if we’ve done a great job with designing and executing on the experience, then we don’t need customer service. Because there’s not an issue with the product. The billing is accurate, it’s thorough.” \u003ccite\u003eAnnette Franz, Founder and CEO of CX Journey\u003c/cite\u003e\u003c/p\u003e\u003c/blockquote\u003e\n\u003cp\u003eGood customer service is vital to your company\u0026#39;s overall customer experience. Agents are often the first (and only) human voice customers hear, especially when they reach out with an issue.\u003c/p\u003e\n\u003ch2 id=\"importance\"\u003eWhy is customer experience important for your business?\u003c/h2\u003e\n\u003cp\u003eCustomer experience is important. And it\u0026#39;s only becoming more important to both customers and businesses, according to our Trends Report. \u003cimg src=\"https://d1eipm3vz40hy0.cloudfront.net/images/customer-experience-strategy+.png\" alt=\"customer experience\" /\u003e \u003cimg src=\"https://d1eipm3vz40hy0.cloudfront.net/images/what-is-customer-experience.png\" alt=\"customer experience\" /\u003e\u003c/p\u003e\n\u003cdiv class=\"accent-box accent-oat\"\u003e\u003cb\u003eHere are a few reasons why it’s critical to prioritise CX. \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eIt can increase customer retention\u003c/li\u003e\n\u003cli\u003eIt can boost customer lifetime value\u003c/li\u003e\n\u003cli\u003eIt builds brand loyalty\u003c/li\u003e\n\u003cli\u003eIt impacts brand reputability\u003c/li\u003e\n\u003cli\u003eIt can give companies a competitive advantage\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003cp\u003eHow customers feel about your brand is tied to customer retention, lifetime value and brand loyalty—and 52% of customers report going out of their way to buy from brands they’re loyal to, according to \u003ca href=\"/customer-experience-trends/\"\u003eZendesk’s Customer Experience Trends Report 2020\u003c/a\u003e. Attracting and retaining customers in an ultra-competitive business environment is no small feat, and companies that ignore the importance of providing a seamless, effective customer experience can end up losing out to rivals who understand that it\u0026#39;s the customer who defines good service. This means even one customer experience that does not live up to expectations could have drastic results on brand reputability, and that reduced room for error is exaggerated by the ease of switching in the web 2.0 era. If you don’t like a product, or the way a company interacts with you, finding an alternative is as easy as a Google search. In fact, half of customers say they would switch to a competitor after just one bad experience, according to Zendesk’s Trends Report. In the case of more than one bad experience, that number snowballs to 80%. “A good customer experience drives \u003ca href=\"https://www.forbes.com/sites/forbescommunicationscouncil/2018/01/29/client-experience-as-a-competitive-advantage/#3513722856b3\" rel=\"noopener\" target=\"_blank\"\u003ecompetitive advantage\u003c/a\u003e. Customers can always choose to go elsewhere,” says Dyson. “If you’re having trouble and can’t reach \u003ca href=\"/blog/customer-support-vs-customer-service/\"\u003ecustomer support\u003c/a\u003e, you’re going to get frustrated, perceive that as a bad experience, and you might leave. Businesses that provide good experiences set expectations for what a customer experience should be at similar businesses.”\u003c/p\u003e\n\u003cblockquote\u003e\u003cp\u003e50% of customers will switch to a competitor after one bad experience. In the case of more than one bad experience, that number snowballs to 80%.\u003c/p\u003e\u003c/blockquote\u003e\n\u003cp\u003eDue to this developing market saturation, many companies are realising customer experience is their best chance to stand out from competitors. In other words, if a good product and competitive pricing are no longer enough to produce loyalty, then a personalised experience will have to be your differentiator.\u003c/p\u003e\n\u003ch2 id=\"Examples\"\u003eExamples of a good customer experience\u003c/h2\u003e\n\u003cp\u003eA good customer experience makes it easy for a customer to do business with you, according to Dyson. “A great customer experience makes it effortless for customers to accomplish their goals for what they want to use your product or service for,” he says. “Customer loyalty is less about big ‘wow’ moments and more about being dependable and making things easy for customers.”\u003c/p\u003e\n\u003cdiv class=\"accent-box accent-tofu\"\u003e\u003cb\u003eA positive customer experience might include:\u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eMarketing setting realistic expectations about the product or service\u003c/li\u003e\n\u003cli\u003eIntuitive product design\u003c/li\u003e\n\u003cli\u003eEasy-to-access self-help resources\u003c/li\u003e\n\u003cli\u003eProactive messaging around known issues\u003c/li\u003e\n\u003cli\u003eSales being transparent about pricing\u003c/li\u003e\n\u003cli\u003eAlways-available live customer support with short waits\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003cp\u003eWhat’s important is that all these teams are working together to create a seamless, consistent experience for the customer. Since a separate department usually handles every customer interaction, it may seem like having satisfactory metrics within each department would be enough to create a great customer experience. However, the tricky part is that the consumer does not experience their relationship with your company as a series of smaller interactions, but rather will remember it as one ongoing interaction. This can create problems for organisations in which various departments are siloed and do not communicate with each other. Silos can result in customers having to repeat information, fill out forms multiple times or just a customer journey that drags on longer than needed. For instance, agents should be able to easily access context like what items are in a customer’s shopping basket or what outbound email promotions they’ve opened, even if the marketing team is directly responsible for that information. Likewise, a marketing team should have insight into past support interactions so they can send customers more targeted emails. Being aware of CX from an end-to-end viewpoint and making sure customers’ needs are at the centre of attention every step of the way is key for creating a good customer experience. \u003cimg src=\"https://d1eipm3vz40hy0.cloudfront.net/images/what+is+customer+experience.png\" alt=\"good customer experience\" /\u003e\u003c/p\u003e\n\u003ch3\u003eExamples of a bad customer experience\u003c/h3\u003e\n\u003cp\u003eA bad customer experience happens when a customer feels a business failed to meet their expectations. According to our Trends Report, the top indicators of a poor customer experience include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eLong wait times\u003c/li\u003e\n\u003cli\u003eAn automated system that makes it hard to reach a human agent\u003c/li\u003e\n\u003cli\u003eHaving to repeat information multiple times\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2 id=\"customer experience strategy\"\u003e7 ways to improve your customer experience strategy\u003c/h2\u003e\n\u003cp\u003eThe good news is that customer experience can be improved. And it starts by putting the customer at the centre of your strategy. Here are 7 tips:\u003c/p\u003e\n\u003ch3\u003e1. Create feedback loops\u003c/h3\u003e\n\u003cp\u003eCustomer feedback provides insight into customers’ expectations and how they might change over time with changes in your industry. It can also tell you where customers are getting stuck and confirm what’s working well. The key is to acknowledge the feedback and do your best to act on it. “It’s important to create a feedback loop with customers and act on what they tell you,” says Dyson. “This builds trust and ensures it’s not just lip service.” Dyson also recommends creating an internal employee feedback loop. Agents can help aggregate customer feedback and provide insight into what’s making it challenging for them to deliver great service, such as policies or processes that don’t suit customer needs, or friction between siloed teams that leads to slow resolution of customer issues.\u003c/p\u003e\n\u003ch3\u003e2. Build an omnichannel experience\u003c/h3\u003e\n\u003cp\u003eWhen you develop an omnichannel CX strategy, you are not only meeting customers where they are—that’s just table stakes. \u003ca href=\"https://blog.smooch.io/what-omnichannel-really-means/\" rel=\"noopener\" target=\"_blank\"\u003eOmnichannel means\u003c/a\u003e going a step further and providing a consistent communications journey for your customer, one where the conversation history and context travels with them from channel to channel. Context—about who your customer is, what outbound emails they’ve opened, what’s sitting in their shopping cart, or what they’ve talked to you about in the past—is crucial for delivering a good experience across channels. \u003cimg src=\"https://d1eipm3vz40hy0.cloudfront.net/images/what+is+Excellent+customer+service.png\" alt=\"customer experience\" /\u003e\u003c/p\u003e\n\u003ch3\u003e3. Create a content management strategy\u003c/h3\u003e\n\u003cp\u003eCustomers would often rather solve issues on their own than ask a live agent. You can help them help themselves with data-driven content. Usually, it’s in the form of help articles or \u003ca href=\"https://www.zendesk.com/service/messaging/chatbot/\"\u003echatbots\u003c/a\u003e that quickly point customers in the right direction. Ensuring that your content is accurate and up-to-date is crucial; an unhelpful article translates into a bad experience.\u003c/p\u003e\n\u003ch3\u003e4. Deliver personalisation\u003c/h3\u003e\n\u003cp\u003eAccording to our Trends Report, 76% of customers expect personalisation using data. This might include engagement over their preferred contact method, account type or status, product recommendations based on purchase or search history, or some kind of personalized online experience. Tailoring support efforts towards customer personas can go a long way. Gathering context about who they are (their preferences, personalities, habits, etc.) can help agents better target their support, and leads to faster resolution. It may be helpful to conduct UX research on your business’s support initiatives to figure out ways to make interactions more personalised.\u003c/p\u003e\n\u003ch3\u003e5. Empower customers through AI\u003c/h3\u003e\n\u003cp\u003eGartner estimates that by 2022, 72% of customer interactions will involve an emerging technology such as machine-learning applications, chatbots or mobile messaging. AI-powered chatbots and virtual customer assistants are handy for quick, repetitive tasks. But when they reach their limits on providing capable customer support, humans need to be there to help their customers.\u003c/p\u003e\n\u003ch3\u003e6. Deliver proactive experiences\u003c/h3\u003e\n\u003cp\u003eSimply reacting to customers’ needs is no longer enough to stand out. When businesses are proactive—anticipating customers’ needs and getting ahead of a problem before it escalates or even happens—they can create a unique experience that feels personal.\u003c/p\u003e\n\u003cblockquote\u003e\u003cp\u003eProactive support for me is about getting ahead of technical issues, breakdowns, issues that you have identified — and then reaching out to customers to let them know: \u003cem\u003eHey, here\u0026#39;s what\u0026#39;s going on and here\u0026#39;s what we\u0026#39;re doing about it\u003c/em\u003e \u003ccite\u003eAnnette Franz, founder and CEO of CX Journey\u003c/cite\u003e\u003c/p\u003e\u003c/blockquote\u003e\n\u003cp\u003eAn e-commerce company might deploy a chatbot on its checkout page to answer customers\u0026#39; questions before they abandon their cart. Or, an internet company might send a text to let customers know about an upcoming outage.\u003c/p\u003e\n\u003ch3\u003e7. Use data and analytics\u003c/h3\u003e\n\u003cp\u003eThe stories found in the data about your customers and your support agents will clue you into many trends: the efficiency of the support organisation, general satisfaction with the interactions, behavioural trends amongst your customers, and lots more. Refining processes with your customers in mind starts with understanding what the data is saying. \u003cimg src=\"https://d1eipm3vz40hy0.cloudfront.net/images/why+is+customer+experience+important.png\" alt=\"customer experience\" /\u003e\u003c/p\u003e\n\u003ch2 id=\"Measure\"\u003eHow to measure customer experience\u003c/h2\u003e\n\u003cp\u003e“There’s no single, magic number to measure customer experience,” says Dyson. “You have to look at all the little pieces of the elephant. It’s hard to measure as a whole, so the more data you have, the better.” Here a few places to start:\u003c/p\u003e\n\u003cul\u003e\u003cstrong\u003e\u003c/p\u003e\n\u003cli\u003eSend customers satisfaction surveys\u003c/li\u003e\n\u003cp\u003e\u003c/strong\u003e These give you insight into things like customer satisfaction score (CSAT) and Net Promoter Score (NPS).\u003c/li\u003e\n\u003cp\u003e\u003cstrong\u003e\u003c/p\u003e\n\u003cli\u003eMeasure customer effort score (CES)\u003c/li\u003e\n\u003cp\u003e\u003c/strong\u003e This tells you how easy a customer thought it was to get a resolution to a recent contact. \u003cstrong\u003e\u003c/p\u003e\n\u003cli\u003eAnalyse churn rates, expansion rates and customer lifetime value\u003c/li\u003e\n\u003cp\u003e\u003c/strong\u003e \u0026quot;You can take a look at churn and expansion amongst different cohorts and compare them, such as those who interacted with your support team and those who didn’t,” says Dyson. “If those who contacted support are staying longer, you know your support team is creating a good experience.” \u003cstrong\u003e\u003c/p\u003e\n\u003cli\u003eA/B test new CX efforts\u003c/li\u003e\n\u003cp\u003e\u003c/strong\u003e For example, when integrating your customer support tool with your marketing automation system, you can A/B test emails to targeted customer segments. \u003cstrong\u003e\u003c/p\u003e\n\u003cli\u003eUse your community forum as a virtual focus group\u003c/li\u003e\n\u003cp\u003e\u003c/strong\u003e Community forum discussions around pain points, feature requests or how customers are using your product or service can provide insight into how customers feel about their experience with your business. \u003cstrong\u003e\u003c/p\u003e\n\u003cli\u003eLook at \u003ca href=\"/blog/3-types-customer-analytics/\"\u003ecustomer service data\u003c/a\u003e \u003c/strong\u003elike ticket reopen rate and time-to-resolution\u003c/li\u003e\n\u003cp\u003e“Look at how long customers have to wait before they get an answer. No one likes to wait when they need help,” says Dyson. \u003cstrong\u003e\u003c/p\u003e\n\u003cli\u003eTalk to customer-facing staff\u003c/li\u003e\n\u003cp\u003e\u003c/strong\u003e “Beyond the numbers, it can be equally as helpful to ask customer-facing staff about what customers are telling them,” says Dyson. For instance, customer support might have insight about pain points they can share with the product team. “It’s also key to ask agents if they’re having any difficulties. If they are, chances are customers are too. When you make your agents’ jobs easier, they can provide a better experience for customers.”\u003c/ul\u003e\n\u003cdiv id=\"in-content-banner\" class=\"js-in-content-banner in-content-banner banner-green\"\u003e\n\u003cdiv class=\"js-in-content-header in-content-header\"\u003eMore ways to measure CX\u003c/div\u003e\n\u003cdiv class=\"in-content-cta-container\"\u003e\u003ca class=\"golion-gen-btn js-in-content-cta in-content-cta\" href=\"/blog/measuring-customer-experience/\"\u003eRead the blog\u003c/a\u003e\u003c/div\u003e\n\u003c/p\u003e\u003c/div\u003e\n\u003ch2 id=\"Customer experience management\"\u003eWhat is customer experience management?\u003c/h2\u003e\n\u003cp\u003eCustomer experience management is “the practice of designing and reacting to customer interactions to meet or exceed their expectations, leading to greater customer satisfaction, loyalty and advocacy,” \u003ca href=\"https://www.gartner.com/en/information-technology/glossary/customer-experience-management-cem\" rel=\"noopener\" target=\"_blank\"\u003eaccording to Gartner\u003c/a\u003e. Companies that are unable to successfully \u003ca href=\"/blog/customer-experience-management-matters/\"\u003emanage the customer experience\u003c/a\u003e are often taking a fragmented approach; that is, they’re looking at the different factors and figuring out how each one can be improved. While they’re doing so, they aren’t giving due consideration to how each factor influences the others. That approach upholds the chaos that causes unsuccessful customer experience management. By taking a more organisational and holistic approach to a customer experience strategy, it leads to more customer satisfaction and \u003ca href=\"https://www.forbes.com/sites/blakemorgan/2019/09/24/50-stats-that-prove-the-value-of-customer-experience/#539af3874ef2\" rel=\"noopener\" target=\"_blank\"\u003eloyalty.\u003c/a\u003e Here are some areas to keep in mind when building your strategy:\u003c/p\u003e\n\u003cul class=\"list-check-circle-fill\"\u003e\n\u003cli\u003eMarketing\u003c/li\u003e\n\u003cp\u003eMarketing’s role might be the most dynamic; it needs to constantly adjust to match customers\u0026#39; shifting needs. Marketers are often responsible for making the first impression on a prospect through adverts, outbound campaigns and word-of-mouth. Their influence continues through public communications, \u003ca href=\"/support/features/social-media-customer-service/\"\u003esocial media\u003c/a\u003e marketing and creating a brand presence. The data gathered through all these customer touchpoints can help you create more personalised customer experiences, which in turn create more loyal customers.\u003c/p\u003e\n\u003cli\u003eSales\u003c/li\u003e\n\u003cp\u003eSales organisations are responsible for solidifying the expectations of becoming and being a customer. Outside quick retail experiences, the sales process is often very attentive to the customer journey and meeting the needs of their prospects. This provides valuable insights concerning what customers are looking for (be it specific features, follow-ups, support requirements, etc.), which in turn can influence the efforts in other parts of the business. When your customer experience is in sync, sales can be more enabled to close repeat purchases and reduce customer churn rates.\u003c/p\u003e\n\u003cli\u003eProduct\u003c/li\u003e\n\u003cp\u003eThe goods and services provided by a company and the customer experience are closely linked; many customers will pay more for an experience than the product they’re receiving (think of the differences between high-class dining and fast-casual fare). Beyond the immediate experience, details like reliability, affordability, user experience (UX), general ease of use and a product’s life cycle all tie into the overall experience a company creates for its customers. The experience provided by the product is the primary contributor to a business’s reputation, which in turn impacts every other part of the customer experience.\u003c/p\u003e\n\u003cli\u003eCustomer service\u003c/li\u003e\n\u003cp\u003eAfter a sale, customer service is often the primary department which interacts with the customer.\u003c/ul\u003e\n\u003cp\u003eSupport agents can collect real-time feedback: they can see how customers interact with the product, how (and if) expectations are being met, and how the customer base is changing. Feedback is critical; businesses can’t effectively evolve without it. \u003cb\u003eA CRM platform like \u003ca href=\"/platform/\" rel=\"noopener\" target=\"_blank\"\u003eZendesk’s Sunshine\u003c/a\u003e can help connect customer data from all these teams and areas of the business together to streamline management.\u003c/b\u003e\u003c/p\u003e\n\u003ch2 id=\"Frequently asked questions\"\u003eFrequently asked questions on customer experience\u003c/h2\u003e\n\u003cdiv class=\"accordion js-accordion faq-accordion\"\u003e\n\u003cdiv class=\"accordion-item\"\u003e\n\u003cdiv class=\"accordion-closed\"\u003e\n\u003ch3\u003eWhat is a great customer experience?\u003c/h3\u003e\n\u003c/div\u003e\n\u003cdiv class=\"accordion-open\"\u003e\n\u003cp\u003eA great customer experience is easy and fast. But it\u0026#39;s also built with empathy in mind and reflects customers\u0026#39; values. In fact, 65% of customers want to buy from companies that offer quick and easy online transactions, and 54% want to buy from companies that prioritise diversity, equity and inclusion in their communities and workplaces, according to our Trends Report.\u003c/p\u003e\n\u003c/p\u003e\u003c/div\u003e\n\u003c/p\u003e\u003c/div\u003e\n\u003cdiv class=\"accordion-item\"\u003e\n\u003cdiv class=\"accordion-closed\"\u003e\n\u003ch3\u003eWhat can cause a bad customer experience?\u003c/h3\u003e\n\u003c/div\u003e\n\u003cdiv class=\"accordion-open\"\u003e\n\u003cp\u003eA bad customer experience fails to meet customers’ needs. Long wait times and having to repeat information multiple times are two factors that can cause a poor experience.\u003c/p\u003e\n\u003c/div\u003e\u003c/div\u003e\n\u003cdiv class=\"accordion-item\"\u003e\n\u003cdiv class=\"accordion-closed\"\u003e\n\u003ch3\u003eWhat is the role of customer experience?\u003c/h3\u003e\n\u003c/div\u003e\n\u003cdiv class=\"accordion-open\"\u003e\n\u003cp\u003eThe role of a customer experience team is to ensure the company meets customers’ needs and expectations. This might include sharing customer feedback that the customer service team collects across the organisation to solve pain points.\u003c/p\u003e\n\u003c/div\u003e\u003c/div\u003e\n\u003cdiv class=\"accordion-item\"\u003e\n\u003cdiv class=\"accordion-closed\"\u003e\n\u003ch3\u003eWhat is an example of customer experience?\u003c/h3\u003e\n\u003c/div\u003e\n\u003cdiv class=\"accordion-open\"\u003e\n\u003cp\u003eOne example of customer experience is customer service. CSAT surveys give companies insight into how happy customers are with the quality of service they receive, which is a key part of a good experience.\u003c/p\u003e\n\u003c/div\u003e\u003c/div\u003e\n\u003cp\u003eInvesting in good CX through an \u003ca href=\"https://www.zendesk.com/service/analytics/customer-experience-software/\" rel=\"noopener\" target=\"_blank\"\u003eCX software\u003c/a\u003e is important for any company, no matter how big or small. After all, your success depends on your ability to keep and attract loyal customers. And failing to put your customers first can send them straight to your competitor.\u003c/p\u003e\n","headerVariant":"blog","hasProgressBar":true,"promo":null,"hasStickySidebar":true,"layout":"hub","gatedLinkAndModal":{"href":"/customer-experience-trends/","text":"Get the report","appendSuccessHtml":"","authoredTrackingParams":{"hiddenCampaignId":"","SFDCCampaigncode":"","lead_source_detail":"Website-Content Download","lead_source":"Website-Content Download","productInterest":"","marketingQualifiedLead":"","ownerId":"","event_key":"","event_id":""}},"hero":{"title":"Customer experience: strategies, importance and examples","author":{"name":"Erin Hueffner","title":"Staff Writer","handle":"","photo":"","shortBio":"","longBio":""},"shareLinks":{"twitter":"https://zdsk.co/3IBL0C9","facebook":"https://zdsk.co/35cfV9E","linkedin":"https://zdsk.co/3FTpUNW"},"updatedAtFormatted":"September 20, 2023","layout":"hub","gatedTheme":"Select One","supertitle":{"icon":null,"link":"","linkText":"","text":"15 min read"},"intro":"Learn what customer experience is and why it’s so important for your business. We also provide tips and examples for how to improve your CX strategy.","image":{"url":"https://d1eipm3vz40hy0.cloudfront.net/images/Customer_Experience_123.jpg","alt":"customer experience","shape":"square","caption":""},"hasStickySidebar":true,"twoColumn":false,"video":{"url":"","caption":""}},"APACFooterPromo":null,"APACFloatingPromo":null},"preview":false,"id":1547,"locale":"au"},"__lang":"au","__namespaces":{"header":{"brand_logoname_blog":"Zendesk Blog","newsroom":"Newsroom","brand_subtitle_newsroom":"Company news and announcements","marketplace":"Marketplace","arialabel_toggle":"Toggle Mobile Menu","arialabel_search":"Search","contact_us":"Contact us","primary_btn":"Start free trial","primary_btn_blog":"Start free trial","secondary_btn_pricing":"Buy now","secondary_btn_login":"Sign in","secondary_btn_demo":"Watch demo","return_to_homepage":"Go to Zendesk homepage","newsroom_navlink_press_releases":"Press releases","newsroom_navlink_media":"Media 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