With more intense competition and increasingly demanding consumers, the customer experience has become one of the main competitive differentiators for brands, companies and products and brought even greater emphasis on effective consumer experience management (CXM – Customer Experience Management.
This strategy encompasses all interactions between the customer and the brand, from the first contact to post-sale and spontaneous recommendation. Companies that prioritize this journey are able to not only meet the expectations of the public, but also strengthen your reputation and boost your growth.
As detailed by Tim Stobierski, Harvard Business School columnist, "each touchpoint — visiting your site", read third-party reviews, interact with ads or posts on social media, receive emails, contacting customer service or using your product — defines the customer experience. "Even the materials and packaging of products shape consumers' perceptions".
Philip Kotler, in the book Marketing 5.0, highlights the apology as one of the essential aspects of the consumer experience. This concept refers to the moment when a satisfied customer becomes a spontaneous promoter of the brand, sharing your positive experience and influencing others.
According to Kotler, this virtuous cycle depends, at least, of five fundamental factors: service, sales team, product performance, after-sales and spontaneous recommendation. Each of these aspects needs to be well managed to ensure a memorable experience and consolidate consumer trust.
- Service: The first impact
Customer service is the first major test of the consumer experience and can define the initial perception of the brand. Companies that offer agile support, effective and personalized create a positive impact from the start. For that, it is essential to adopt a proactive service model, in which the customer's needs are anticipated and resolved quickly. Technologies like chatbots and virtual assistants can speed up the resolution of questions, without a doubt, while a humanized and empathetic service contributes to building a stronger bond with the consumer. The care is in properly "training" the virtual service so that it does not cause irritation due to excessive delays or inability to triage the presented demand.
Multichanneling is another determining factor for customer satisfaction. Today, consumers expect to be able to interact with brands across different platforms, like a phone, e-mail, social networks and messaging apps. The ability to provide a consistent and seamless experience across all these channels increases brand trust. In this case, the efficient recording of customer interaction history in CRM systems is important for more accurate personalization and more precise service.
The quick resolution of problems is also essential to avoid frustrations and negative impacts on the company's reputation. Dissatisfied customers tend to share their negative experiences more frequently than satisfied ones, what can generate image crises. That's why, investing in the training of the customer service team and in agile processes for problem-solving is essential to maintain consumer satisfaction and loyalty.
- Sales Team: more than a business, a relationship
The interaction with the sales team is one of the most important moments in the consumer journey. Well-trained professionals, that understand the needs of the customer and offer personalized solutions, increase the chances of conversion and loyalty. The modern consumer is not just looking for a product or service, but a more engaging shopping experience, that meets your expectations and resolves your needs.
In addition to the technical knowledge about the products and services offered, the sales team needs to develop interpersonal skills, active listening and empathy. Creating a relationship of trust and closeness with the consumer strengthens the brand's value perception and contributes to building a long-term bond. The use of consultative selling techniques allows for a better understanding of the customer's needs and offers solutions that truly add value.
Personalization also plays a crucial role in the shopping experience. Customers are different – we cannot offer a black car to everyone – and here comes the CRM to help. This tool allows the sales team to collect and analyze data about customers, enabling the offer of customized products and services, offering colorful cars with different accessories, according to each one's preference. Companies that invest in technology to enable the sales force not only optimize the commercial process, as well as increasing consumer satisfaction, ensuring a smoother and more efficient experience.
- Product Performance: delivering what was promised
The quality of the product is one of the main determinants of consumer satisfaction. If a product does not meet the expectations created by the brand's communication, disappointment can generate dissatisfaction and negatively affect the company's reputation. Therefore, it is essential that the product's performance is aligned with the promises made during the sale, ensuring that the delivery meets the generated expectation.
Usability also plays a fundamental role in the consumer experience. An intuitive and easy-to-handle product generates greater satisfaction and reduces the risk of complaints. Furthermore, aspects such as material quality, durability and differentiated functionalities contribute to the perception of value, influencing the repurchase decision and customer loyalty.
Companies that continuously invest in innovation and improvement of their products manage to maintain their relevance in the market and provide a positive experience for the consumer. Monitoring customer feedback and implementing constant improvements are fundamental practices to ensure satisfaction and build a solid and trustworthy brand.
- After-Sales: Maintaining the relationship
Post-sale support is also one of the factors to ensure consumer loyalty. An efficient follow-up after the purchase shows concern for customer satisfaction and strengthens the bond with the brand.
The agile resolution of problems in post-sales is essential to prevent small setbacks from turning into reputation crises. When something is wrong, the client wants to resolve quickly. The companies that do this, with efficient technical support, they can reverse negative situations and reinforce customer confidence. Furthermore, direct and accessible communication channels facilitate interaction and demonstrate the brand's commitment to the consumer experience.
Another relevant aspect of post-sales is the creation of engaged customer communities. Forums, groups on social networks and exclusive events are ways to keep the consumer connected to the brand, generating a sense of belonging and encouraging long-term loyalty. Loyalty programs, exclusive offers for recurring customers and personalized communications also help maintain a more lasting relationship.
These strategies contribute to building a base of loyal customers, that influence new purchases and strengthen the company's reputation.
- Spontaneous recommendation: The power of word-of-mouth
Satisfied customers become brand promoters and directly influence the purchasing decisions of others. Word-of-mouth marketing – or, currently, also click-to-click – continues to help increase the company's credibility, because spontaneous recommendations have high reliability among consumers.
Companies can encourage this process through referral programs, rewarding customers who recommend the brand to friends and family. Furthermore, investing in the creation of memorable experiences naturally increases the chances of a customer sharing their satisfaction with their network. The humanization of the brand and engagement with the community also contribute to strengthening this relationship.
The consumer experience is a strategic asset for any company. Brands that invest in the customer journey ensure not only satisfaction, but also loyalty, sustainable growth and a solid reputation. In an increasingly competitive market, providing an exceptional experience can be the deciding factor for success. This exceptional experience will only come if all five of these factors are aligned and working together. Otherwise, there is a risk of dedicating too much effort to a certain action and becoming frustrated because the results achieved were not as expected.
