The terms customer success and customer experience are increasingly present in the corporate environment and in customer management. But after all, what is more important in relation to your consumers? Success or experience?
Read and find out everything!
Also check out: Customer Marketing
After all, what is customer experience?
O customer experience or simply, customer experience, can be defined as the impression that the customer in question had in relation to your brand or product from any contact, whether through a personal interaction or through visual contact with your logo, for example.
It is through a good customer experience that the potential customer will not only be a consumer, but also a propagator and defender of your brand.
It is very important to emphasize that customer experience should not be associated only with the customer's initial impression, so your company must bet on the durability of a good customer experience, even after the purchase process itself, from a after-sales service.
What are the advantages of investing in customer experience?
The development of a customer experience culture in an organizational environment, which thus has an exclusive focus on the customer, tends to bring some benefits to the company in question. Check it out:
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greater credibility
This practice provides greater credibility for your company, since customers who have a good impression tend to pass on the largely positive image of your organization to others.
In this way, investing in customer experience with personalized service focused on customer satisfaction can be a great marketing tool.
Your customers' positive experience is very useful and necessary, both for acquiring a new audience and for retaining the current one.
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It's a difference!
Companies that still invest exclusively in relationships up until the moment of purchase, without thinking about adding value for their customers, are definitely falling behind in the market.
Therefore, investing in a differentiated shopping experience, with a well-trained after-sales team willing to help consumers, can give you some advantage over the competition.
And customer success, what is it?
Already customer success, or customer success, is nothing more than a consequence of a well-done customer experience process. Although they do not mean the same thing, the two concepts are related.
When a consumer searches for a certain product or service, it is because they create expectations that the brand has what it takes to solve their problem.
It was these expectations that he created that made him not choose the competition at first. Therefore, customer success is nothing more than the customer's successful purchase.
It means that his needs and expectations regarding the company were confirmed, both in terms of the quality of the product and the service provided.
Improving this relationship between the organization and its customers yields direct results in the company's finances and sales, since, as previously stated, a satisfied customer is more likely to return to the brand to resolve future issues or recommend it to other people.
It can be said that the customer was successful if the feelings they had when looking for the brand to solve their problem remained after the purchase process.
How can the company enable customer success?
A successful customer experience does not depend solely on the product or service purchased by the customer.
He needs to be able to perceive the real value of the company, which should not be concerned only with selling and generating profit for its cash flow from a certain product.
Remember: to achieve customer success, you need to put the customer at the center of your entire sales strategy! (Meet the consumer 4.0).
You can use, for example, a customer registration program, where a good database about the target audience will be stored and thus you will be able to better understand the real purchasing needs of your consumers.
Understanding and knowing the profile of those who consume your brand is essential to providing personalized, quality service.
Furthermore, offering support through different platforms, such as chat, email, in person and by phone, is a very important factor in providing a great experience for your customers.
This way, your customers will have an easier time asking questions and your service can be provided more quickly.
But remember: there is no point in providing different communication channels to facilitate customer communication with the company if the company does not respond quickly. Fast service is the key to a good experience and, consequently, customer success!
It is important to emphasize that customer success can vary over time, so for them to continue consuming your brand, it is important to always be studying and updating yourself on the needs of your target audience to create the ideal solutions for each case.
Now that you know the differences between the two concepts and have seen that they complement each other, we ask you: Is your company doing everything possible to ensure the best experience for your customers?
If the answer is no, then what are you waiting for? It's time to start applying the concepts in your day-to-day business!