by Braden Kelley
There is probably nothing more important to the ongoing success of a business than a consistently excellent customer experience.
How many brands are you loyal to that provide a bad customer experience?
Customer Experience (CX) is more than customer service, more than the brand image your sales and marketing work so hard to project. In simple terms, everything your vendors and employees do on behalf of the company contributes to the customer experience.
But most organizations, and even customer experience professionals don’t think in these terms. It gets too complicated for most organizations. It’s much easier to think about customer touchpoints and pain points that can be identified and improved in a quest to create a great customer experience.
But what defines a great customer experience?
Seven Characteristics of a Great Customer Experience
- It’s easy to get to know you
- Clear communication
- Transparency in what to expect
- Effortless transactions (not just shopping, but problem solving and troubleshooting too)
- Intentional friction (don’t over-optimize ALL transactions, sometimes waiting actually creates value by teasing the senses)
- Interactions that make you feel valued not just as a customer, but as a person too
- Occasional unexpected moments of delight
The Seven Characteristics of a Great Customer Experience serve as a set of guiding principles as you train employees, as you engage in service design, and as you pursue technology upgrades.
And what are the most important steps in a successful journey to a great customer experience?
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