Much research has been done on customer experiences (CX) and the impact of progressively profiling your interactions with a consumer to understand the individual over treating them as a segment. Some may consider this concept a part of digital transformation or marketing transformation. However, ensuring you are utilizing your data accurately and effectively is a great start. Even more valuable, paying attention during their interactions with your brand in various spaces is necessary.
Eloquently stated by Forbes, “CX leaders define the customer’s experience as the sum of all experiences a customer has with their business. Each touchpoint counts in their own right, but also are keystones to the bridges that connect entire experiences together.” It is imperative we remember that all our customers are human and need to be and feel understood, heard, and valued. As email marketers we also need to remember that every experience, even outside the email channel, is a reflection of our customers' experience and worthy of consideration.
In the example below, Square shares their product enhancements with subscribers which is great for not only outlining how the service meets the pain points and needs of their customers, but also offers customers the opportunity to give Square a pat on the back for maintaining product quality.
Customer Experience can be misunderstood as “omnichannel” communication, which it is not. Omnichannel is part of the customer's experience, but it is not the sum total of it. The pandemic helped many brands truly begin to understand that the customer experience is emotional, and now it is time to push that understanding to true adoption.
With that, HBR reported that there are emerging cohorts of consumers that have evolved from the pandemic, directly quoted as follows:
These cohorts illustrate the emotional changes in our customers and the value they place in each category. These considerations should be applied throughout the customer journey, from CX to content.
CX is a 360 experience for the customer with your brand - seems simple, but there’s quite a lot of data and detail involved in connecting the CX dots. However, it’s important not to get caught up in how vast this experience is and to follow a few simple tips to begin unraveling the mystery and create amazing customer experiences.