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Glossario Apparound

This section contains a collection of terms related to the digitization of sales processes, the latest innovations in technology and marketing, each accompanied by an explanation of the meaning or other observations.

Customer Experience: what is it and why is it important?

Customer Experience – often abbreviated as CX – is a central topic in the realm of marketing and business management today. It encompasses the totality of auto">experiences, emotions, and sensations that a customer undergoes during interactions with a company and its products or services.

Understanding how a customer feels and perceives when engaging with a business, store, or e-commerce entity is of utmost importance for enhancing sales performance. Let's delve into the specifics and delve deeper into what this term means and the benefits of delivering a positive customer experience.

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Defining and understanding customer experience

Customer Experience

The term Customer Experience encompasses all interactions a customer has with a company, ranging from the product and service search phase to post-sale interactions. These interactions encompass every touchpoint between the customer and the company, such as the website, social media, customer service, in-store or online experiences, and more.

Knowing and analyzing this aspect is pivotal for building a trust relationship between the business and the consumer, thereby creating a positive company image that triggers not only repeat purchases but also a "chain effect." If a user has a positive experience with a company, they will share this with others, potentially leading to new interested customers.

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Creating a strong CX and its advantages

A strong CX doesn't come overnight. It is built, as previously mentioned, through careful planning and management of all customer-company interactions, providing personalized, high-quality experiences. This includes designing user-friendly websites and applications, managing social media interactions, offering responsive and efficient customer service, and creating engaging and tailored in-store or online experiences.

The benefits are numerous and significantly impact the company's image and success. Some of these benefits include:

  1. Customer Loyalty: Delivering an optimal purchasing experience is a key factor in retaining customers and promoting loyalty.

  2. Acquiring New Customers: A good CX can attract new customers through positive word-of-mouth and social media sharing.

  3. Increased Sales: Ensuring positive interactions throughout the sales process between the company and the customer can boost revenue, as satisfied customers tend to buy more products or services.

  4. Enhanced Company Reputation: Prioritizing CX can improve the company's image and reputation, fostering a community of loyal and satisfied advocates.

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Influence on sales

Customer Experience nel settore vendite

The premise is rather evident: a good CX can drive sales growth, while a poor one can lead to customer loss and decreased sales.

The reason why Customer Experience affects sales is straightforward. By "spoiling" the customer in their experience, new customers can be attracted. Positive experiences with a company lead users and customers to share their positive feedback with friends and family, increasing the company's visibility and attracting new potential leads. Additionally, satisfied customers tend to make more frequent and larger purchases, thus boosting overall sales. 

This is further solidified by customer retention. When customers are content with their experiences with a company, they tend to return and make repeat purchases over time.

However, this can be reversed. A negative purchase experience can lead to reduced visibility and sales for the company.<

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The 4 Es for achieving outstanding customer experience

Understanding the importance and related benefits of this specific activity, if your company hasn't yet allocated the right focus to Customer Experience, it's time to learn how to build or improve it. Many businesses use the 4 E model, which comprises the following stages:

  • Entice: Attracting customer attention through advertising, marketing, and promotional activities.
  • Enter: Creating an easily accessible and navigable experience on websites, apps, and physical stores to facilitate access to information and products.


    Engage: Crafting engaging and personalized experiences to increase customer interest and overall satisfaction.
  • Exit: Establishing a positive post-sale experience to foster customer loyalty and long-lasting relationships.

 Note: Before embarking on any CX initiatives, understanding your customers' expectations is crucial to tailor the experience according to their needs.

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Measuring CX effectiveness 

Customer Experience - di cosa si tratta

Once your strategy has been implemented or improved, it's essential to analyze its results, starting with the strategic approach and customer experience management. This involves collecting, analyzing, and interpreting customer data to drive continuous improvement.

Measuring the Return on Investment (ROI) and Key Performance Indicators (KPIs)

Measuring the ROI of Customer Experience can be somewhat complex. While measuring the cost of investment is straightforward, evaluating the benefits can be more challenging. However, according to KPMG, failing to meet customer expectations has twice the impact compared to providing an excellent experience at each interaction point. This implies that offering exceptional customer experiences can boost market share, revenue, and customer loyalty

To measure the ROI of CX, correlating user purchase experiences with economic improvements is necessary. This can be done by measuring key performance indicators (KPIs) related to customer satisfaction. These KPIs vary based on the nature of the business, the customers, and the industry.

However, some KPIs that can be monitored include:

  • Revenue Growth: Measures the increase in your business's revenue after implementing a CX-oriented mindset.

  • Customer Retention/Churn: Measures the percentage of customers returning to your business compared to those who abandon it.

  • Cross-selling and Up-selling Amounts: Measures the percentage of customers purchasing additional products or services compared to those buying only the original product or service.

  • Customer Service Costs: Measures the reduction in customer service costs after implementing a CX-oriented mindset.

  • Net Promoter Score (NPS) Variation: Measures customer satisfaction levels.

  • Digital Metrics: Such as pages visited, time spent on the site, and conversion rate, help gauge satisfaction among those who visited your online properties.

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Delivering an exceptional Customer Experience can significantly impact your business's success. After implementation or improvement, measuring the ROI of CX through the right KPIs enables you to assess the effectiveness of the applied strategy and make necessary adjustments to further enhance your customers' experience.

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Customer Experience (CX) is the sum of all interactions a customer has with a company, from the first contact to post-sale, which influence the customer's perception of the brand.

It's crucial because it determines customer loyalty, directly influencing the likelihood of repeat purchases, and can be a key factor in differentiation between competing companies.

It can be measured through various tools and metrics, such as Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), and analysis of customer feedback.

Personalizing the customer experience, ensuring excellent customer service, promptly responding to feedback, and investing in technologies like AI for predictive analysis and assistance.

Technology, such as CRM systems, chatbots, and data analytics platforms, can significantly enhance customer interaction, making experiences more personalized and efficient.