CUSTOMER EXPERIENCE
Customer Experience
THE KEY TO BUSINESS SUCCESS
BY : ERIKA MACLEOD
E
Every successful business is built on providing outstanding customer service . Customers are more likely to return for more purchases when they feel appreciated and enjoy their whole interaction with your company . But if you get it wrong , not only will they rush to your competitors but they ’ ll probably never give you another chance .
Even more significant than the goods or services you provide is your brand ’ s reputation . As a result , good customer service is essential for fostering sustained business growth .
During the past few years , the concept of customer experience has undergone significant change . The goal today is to make the consumer journey as easy , straightforward , and frictionless as possible . It ’ s equally important to use smart technology — such as customer self-service options — to give customers the good interactions and support they expect at each point of contact with your company . Not only will this improve your customer experience but it will also improve your company culture .
UNDERSTANDING THE CONCEPT OF CUSTOMER EXPERIENCE
Customer experience refers to a customer ’ s overall perception of your brand during the entire buyer ’ s journey . In other words , the brand experience is fundamentally the customer experience . The journey you create for your customers will greatly shape and affect their experience with your business , from discovery to checkout to post-purchase .
If you do it successfully , you ’ ll realize an increase in customer happiness , client loyalty , and your company ’ s bottom line . If you don ’ t succeed , some of your customers may leave — sometimes permanently . According to Forrester Research , 80 %– 90 % of unhappy consumers will depart , with little possibility of returning .
THE STORY OF KINKO ’ S
Kinko ’ s founder , philanthropist and businessman Paul Orfalea , is also a serial entrepreneur . In 1970 , he started Kinko ’ s with a
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