What Customer Experience really means:
Customer Experience (CX)-that trend that most of the people talk about but just a few know what it really means- could be understood as a business strategy completely focused on reaching an economic benefit through the generation of emotional links between the clients/customers and brands.
In order to explain the key dimmensions of an effective CX strategy, we have produced a webinar with Carlos Molina, of the main references in Spain and Latam regarding this discipline.
When trying to teach the essential CX aspects, in IZO -a group of super freak CX fans- we like to mention a quote from Maya Angelou that says “I´ve learned that people will forget about what you said, people will forget about what you did, but people will never forget how you made them feel”.
This idea make us realise how important is to build an effective Customer Experience strategy and it´s clear goal: to work with the emotions you generate on others. At the end, what the customer is going to remember is the way you made them feel when doing the purchase -the experience and the emotions at the time of buying-. In order to be succesfull on this, it is mandatory to ask yourself these questions:
- What was your experience?
- What made it special?
- What emotions did you had?
- How long it happened?
Regarding the different parts involved in the Value Chain Proccess of an effective CX, here it is a quick summary:
-Emotions: or what the brands make the customer feel, are the main ingredient to build a memory.
-Memory is important, because it determines the way we behave and future decisions.
-These behavours and future decisions are what really creates an impact on the busines results.