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Customer experience (CX) is a sum of all experiences people have with your company – from seeing your ads, through visiting your website and talking to the support team, to becoming a customer and experiencing all post-purchase services. There are multiple touchpoints and they all affect the overall experience. One problem can sometimes ruin a positive experience and cause a person to choose one of your competitors instead of you or a loyal customer to leave you.

Providing high quality of customer experience is not only a popular trend but also something customers expect from you. With the growing number of companies offering similar products and services, providing great CX can become your competitive advantage and help you acquire new customers through referrals.

The basic rules of creating good customer experience

We all want to offer as good customer experience as possible – otherwise, we’re leaking money. But it requires a thoughtful and holistic approach.

First, you should have a list of all touchpoints your customer meets. It usually includes ads, website, your presence on other websites (guest posts, listings on marketplaces etc.), interactions with a support or sales team, and all post-purchase activities (emails, calls, surveys etc.). Its complexity depends on how complex your sales process is – for example, it can also include personal meetings, negotiations etc.

Second, the basic rule for creating a good CX is to be consistent on all steps. If you want to create an image of a professional company delivering the highest quality of services to corporations, do everything to reinforce this image. This includes choosing graphics for your ads, website design, etc. Even language used by the customer service team matters.

Third, you should constantly monitor customer experience on all steps. A one-time research is not enough – trends regarding CX change, you can overlook changes that happen on the way (a simple example: new people joining the support team can affect the quality of support), new touchpoints appear. Monitoring the whole process will help you avoid unexpected problems.

How feedback helps improve customer experience

When you know all steps of a customer journey, it’s time to investigate customer experience on them. Look for the biggest problems first. While it might be difficult to assess the experience of the negotiation process, other steps are easier to research. Think of your website, support calls, purchase path – you can collect feedback with little effort and see whether they are any problems.

It’s tempting to collect feedback only from customers and ask them about their experience – it’s easy to contact them via or phone or send an email survey and you don’t even need any specialistic tools to do it on a small scale. But it’s not the most effective way of researching customer experience. Why? Because if they had some problems with CX, apparently they were not big enough to discourage them from becoming customers so. As a result, their feedback might be not critical enough and won’t show all existing problems. This is why it’s important to collect feedback also from people who started interacting with your company but didn’t become customers.

Hint: you can use email surveys with marketing automation or customer communication tools you’re already using to tie responses to email addresses to responses. For example, Surivctae integrates with tools like Intercom, Drip, HubSpot or ActiveCampaign so you can recognize respondents with their email addresses. It allows you to reach out to customers who reply in a certain way or to segment them for future communication or analytics.

Think about website visitors. Some of them become customers but vast majority does not. Why is that so? You can only guess until you ask them. Maybe it’s simply not what they were looking for or they don’t have time to complete the purchase? But maybe no one answers their question on live chat or an enquiry form doesn’t work and they leave frustrated? You can’t afford to make such mistakes – they can ruin customer experience.

This is why collecting feedback on a website is so important – you’ll quickly find problems. Sometimes a quick fix can improve customer experience. The best way to collect feedback on a website are website surveys and live chat (don’t forget to take advantage of built-in chat ratings to see how visitors assess your support).

exit survey

Also, remember about collecting feedback from people who don’t want to contact you and prefer to share their opinions on social media. Listening to them will show you the biggest problems with your customer experience and the biggest positives. Why? Because not many people write on Twitter or Facebook that their experience was OK or slightly negative. They say that is was either awful or great. Use social listening to collect opinions on social media and jump into conversations.

Key takeaways

A great customer experience can become your competitive advantage. Researching CX should start with listing all interactions between you and customers. In order to investigate and improve customer experience, collect feedback not only from actual customers but also from potential ones using website surveys or live chat.