Customer experience is term that sums up the whole of a person’s relationship with a business or organization. A customer is typically someone who purchases a product or service, but can also include members of a community, donors or fans.
There are three parts to the customer experience:
Customer journey: In marketing this is also called a sales funnel, but customer experience carries the journey further into the levels after the purchase has already been made.
Brand touchpoints: These are the individual interactions between customers and the business. Emails, phone calls, tweets and blog posts can all become brand touchpoints.
Milieu: This is the setting you create for your customer. Whether it’s a physical store or a website, the milieu should reflect your customer journey.
The goal of offering a good customer experience is to ensure a person’s experience matches his or her expectations for each of these three components. Offering a steady supply of good and genuine experiences builds both the image of the business and the loyalty of its customers.
Customer experience can also be successfully combined with other marketing disciplines to improve the quality of these experiences and provide a finer level of customer targeting.
Customer-focused content may be the most important part of your content marketing plan that you probably aren’t doing right. If you’re content isn’t creating real, emotional connections with your customers, then you know you aren’t doing it right.
Now, that isn’t to say your content is not good. It may be pretty helpful, too. But producing blog posts that don’t sound like they were written by a computer that contain basically correct information isn’t exactly a high bar to set for your content strategy.
Confirming what fans of the 2013 movie Her already know, researchers have found that those who interact with life-like devices with complex artificial intelligence (AI) are less likely to seek out social interactions with other people. They wrote that designing products and automated services to be interactive and appear alive could be used to ease loneliness from social exclusion.
Whether a product is a social media network, humanoid robot or video game, if it is highly-interactive it may be soothing the effects of social exclusion in individuals.
However, they also warn that the spread of these anthropomorphic consumer products could also pose unknown risks to the social fabric of your community.
If you’re responsible for customer service or tech support for a business that provides software, you’re probably already familiar with the term community management. It’s the way you get to expand the reach of your customer support without expanding your budget, right?
Because of the dynamics of using community management for your customer service and tech support operations, software businesses with a large numbers of users that run lean can find an effective way to hunt bugs and improve the customer experience by offering an online community.