5 examples and the importance of strategic customer experience in companies
Understand the importance of strategic customer experience and how five brands used strategic CX control to grow their business.
Currently, the challenge for companies in the market goes beyond creating a product or service for consumers to compare. After all, every business has that goal. The difference lies in creating a strategic customer experience that involves actions that attract, convert, and retain customers.
Therefore, understand What is strategic customer experience (CX) and its importance helps identify opportunities that will add new differentials to the customer experience.
But why invest so much in strategic CX control? One of the reasons justifying the commitment to create an outstanding experience is that good service is vital for 96% of consumers consider becoming loyal customers of a brand.
That loyalty doesn't just mean recurring purchases. Satisfied customers refer friends, family members, and acquaintances, becoming brand promoters.
To better understand the role of strategic customer experience in practice, we explain in this article:
- What is the importance of customer experience?
- 5 examples of strategic customer experience
- How to improve the customer experience?
Have a good read!
What is the importance of customer experience?
Customer experience is a strategic sector in companies because it is the one that Plan and guide actions with the potential to highlight the brand from competitors.
With a large part of the buying process and customer interaction taking place online, impactful service goes beyond attractive prices, discounts and fast delivery.
To stand out from the competition, it is necessary to create and offer more customer-centric experiences and campaigns, as this gives your target audience a compelling reason not only to buy for the first time but also to be a loyal customer.
Thus, the objective is to have satisfied customers and also to support word of mouth marketing to friends, family and colleagues, which increases the chances of generating more sales.
Therefore, pay attention to the old discourse that customer experience is just an expense and don't neglect the potential of the area within your business.
Also read: 5 actions to increase customer satisfaction.
5 examples of strategic customer experience
To further reinforce the importance of customer experience, we have collected examples of strategies used by five major companies in the market. Check it out!
1. Microsoft
A Microsoft took a new turn in the brand's positioning, basing its actions on customer experience. At the beginning of the 2000s, Bill Gates' company changed its strategy and began to focus on partnerships and customers.
B2B companies collaborated with Microsoft providing valuable feedback that helped create the products desired by the market, in addition to democratizing access to technologies that facilitate work.
Microsoft has also become a strong presence on social networks, especially on Twitter, where it has specific profiles to engage followers on topics such as career, development, events, security, and customer service.
The Microsoft CX example shows how the strategy is feasible for any type of business. The main thing is to be close to customers, request feedback and bring desired innovations and changes to stimulate engagement with the brand.
2. AirBNB
O AirBNB it's also another interesting example of customer experience focused on personalizing the customer experience.
The company has two clear and distinct service audiences: hosts who have a place to offer and people looking for a place to stay.
With that in mind, AirBnB has specific spaces on the same platform for each audience, where users can register as hosts or search for accommodation in a place.
In addition, the company combined CX with User Experience (UX), creating a website and application with the same branding and design. Identifying business opportunities and improving customer access to them is a fundamental strategy for success.
Also read: How to innovate in customer service? 5 tips for companies.
3. Ugg
The brand Ugg It's synonymous with comfort, agree? It is one of the most popular brands in North American retail and, like other companies, saw its retail sales decline with the arrival of the pandemic.
However, comfort was just what people needed and wanted during social isolation. And Ugg knew how to take advantage of that moment, offering the customer exactly what they wanted.
Redirecting its sales strategy to digital, Ugg created on its official website a list of essential brand products to stay at home, such as bathrobes, sandals, cushions, blankets and other clothing items.
In other words, even without leaving home, Ugg was able to remain Present and relevant in the clients' routine, offering the much desired comfort.
4. Adidas
A Adidas changed the trajectory of your brand by listening to and analyzing the changes in the consumer behavior of your customers.
First, the brand concluded that its target audience now preferred to shop online. As a result, the company redirected its investments to create a website, app, and personalized digital communication, using insights extracted from data and customer engagement.
Through consumer feedback, Adidas identified a desire for more sustainable products. The brand even created a sneakers made from plastic waste taken from the ocean and there are several products with reused raw materials.
By investing in CX, your company can find new trajectories and even establish itself as an innovation leader in your field.
Also read >>> The new digital consumer: how to fulfill this profile?
5. Pura Vida
A Pura Vida, an accessories brand from the United States, followed a very interesting customer experience strategy to increase its reach in the market.
To reinforce SEO, the brand included small customer comments on every product page of the site. That way, users viewed opinions about the product they were viewing or that they had just purchased.
Much more than just sentences, the testimonials worked like personalized recommendations. The creation of a community also encourages the exchange of opinions and enriches the experience with the brand.
How to improve the customer experience?
To have a strategic customer experience that brings results, it is necessary to align the team, include tools, adjust processes, and work based on feedback.
In order for this information to be collected and for the services to be accurate and direct to the point, have a team aligned with knowledge base of the company is fundamental.
A Cloud Humans can help your company optimize your business support processes and offer a qualified team to provide a humanized, fast and assertive customer service.
Talk to our experts who are available to present our solution and show how much it can help you achieve your business objectives.