Building a CX Brand That Customers Can Trust, Relate and Value

In this interview, Jonathan Beretta, VP, Client Service at Satrix Solutions, talks about the importance of improving the product and user experience in measuring the impact of your customer experience (CX) program.

Organizations can achieve the following significant benefits if these two programs are improved. (1) Customers feel valued, taken care of, and well supported (2) Outpacing competition since customer feedback has priority, importance, and equal attention (3) Foster and promotes meaningful relationships that customers can trust, appreciate, and value.

Imperative function

Now that the customer journey is more digital than face-to-face, much of the online experience rests in customers' hands. With these dynamic changes, CX is a necessary evolution and should be part of the organization's top strategic objective (such as customer retention, satisfaction, and business results), Jonathan explains.

Without a clear focus on CX, your service or product experience will suffer. Many times, CX is a deal-breaker when two or more competing vendors are winning the heart, trust, and business of its customers.

Organizations should have a 360-degree view of their customer challenges and how important the solutions are in improving their bottom line. With CX as a guide, organizations can design a mutual success plan on how they can position or how the solutions can be better used. 

Jonathan says that embracing and adopting CX as a core function (or powerful lever to customer-centric transformation) is a smart business move. Today, it influences other user experience, product roadmaps, and to compete in many areas previously unavailable. 

It is now common for CX to drive and effect changes in the organization (and with customers' organization) that was not available before. 

CX as growth function

Business success is highly dependent on a satisfied customer. Therefore, product improvement covers only one aspect. What is equally important is the user experience. If the customer experience is too bumpy or the product is too complicated, Jonathan points out; you can not save the relationship in a last-minute scramble. 

Why? Because customer experience is the sum of how customers perceive your relationship with them. Through a well-rounded experience, you can learn new things and build an emotional connection with customers. Connecting with your customers on an emotional level is essential for growing businesses to maintain their loyalty.

Jonathan points out that understanding the pulse of your customers through the use of NPS is a must for creating a digital brand. To improve CX, organizations need to give customers more control over their ideal interaction. It is about fulfilling the promises and how serious you are in achieving them.

Organizations should provide a full nine yards of business excellence and outstanding service. It starts with understanding how the product can solve customer needs/challenges and developing a dynamic experience that can contribute to the future value of the solutions. 

The quest for brand loyalty will not end. Organizations must (1) deliver the success its customers are hoping to accomplish (2) enable customers to become partners and collaborators for the outcome they want to achieve (3) empower the customers to see the value of the relationship in the long haul (4) let their voices be heard, take action once it is given, and close the loop by letting them know what will happen to their feedback.

Doing this makes your customer experience better and allows them to adjust to the changes objectively. 

Summary

✓ Now that everything is digital, much of the online experience rests in the hands of customers.
✓ To improve CX, organizations need to give customers more control over their ideal interaction. It is about fulfilling the promises and how serious you are in achieving them.
✓ Embracing and adopting CX as a core function (or powerful lever to customer-centric transformation) is a smart business move.
✓ Today, CX influences other user experiences, product roadmaps, and to compete in many areas previously unavailable.
✓ Customer Success is about fulfilling the promises and how serious you are in achieving them.
✓ Connecting with your customers on a personal level is essential for growing businesses to maintain their loyalty.