{"id":1164,"date":"2022-03-09T17:01:43","date_gmt":"2022-03-09T17:01:43","guid":{"rendered":"http:\/\/yhs.uyx.mybluehost.me\/en\/?p=1164"},"modified":"2025-06-01T16:28:59","modified_gmt":"2025-06-01T16:28:59","slug":"customer-experience-hub","status":"publish","type":"post","link":"https:\/\/www.zenloop.com\/en\/blog\/customer-experience-hub\/","title":{"rendered":"Customer Experience"},"content":{"rendered":"
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Customer Experience<\/h1>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t

Positive Customer Experience as a Success Factor<\/h4>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t

The experience that a customer has with a company is an essential factor for business success. The totality of all sensations and perceptions that arise on the customer\u2019s path from first contact to the conclusion of the sale make up the customer experience. If the company succeeds in optimizing the customer experience, it is set for a successful and lasting customer relationship.<\/strong><\/p>\n\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t\t\t\t\t\t\"customer\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n<\/section>\n\n
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A positive customer experience (CX) ensures customer satisfaction, which is very likely to result in further purchases and recommendations to friends and acquaintances. This is extremely important in the digital age because while 25 years ago the only specialist retailer in the town was practically unrivaled, today dissatisfied customers simply visit another online shop for their next purchase \u2013 or recommend it to their friends and acquaintances. Therefore it is important for shop owners to\u00a0have an eye on every step of the customer journey<\/strong>\u00a0in order to ensure a particularly good customer experience. As part of customer relationship management (CRM), a cross-departmental customer experience strategy is crucial.<\/p>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t<\/div>\n\t\t\n\t<\/div>\n<\/section>\n\n

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Table of Contents<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
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  1. \n\t\t\t\t\t\tDon\u2018t Just Meet Customer Expectations \u2013 Exceed Them!<\/a><\/strong>\n\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
  2. \n\t\t\t\t\t\tTracking, Analyzing, Optimizing: Strategic Customer Experience Management<\/a><\/strong>\n\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
  3. \n\t\t\t\t\t\tCreating a Customer Experience Map<\/a><\/strong>\n\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
  4. \n\t\t\t\t\t\tGet Important Insights with Touchpoint Analysis<\/a><\/strong>\n\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
  5. \n\t\t\t\t\t\tBuyer Journey vs. Customer Journey<\/a><\/strong>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
    \u2022 Net Promoter Score in the Customer Journey<\/a><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
  6. \n\t\t\t\t\t\tCustomer Life Cycle: Anonymous Assessment of Individual Customers<\/a><\/strong>\n\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ol>\n\t\t\t\t\t\t\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n
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    Don\u2018t Just Meet Customer Expectations \u2013 Exceed Them!<\/h2>\n\t\t\t\t\t\t\t\t
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    Today\u2018s wealth of possibilities offers companies numerous\u00a0opportunities to position themselves uniquely with the customer<\/strong>. This is particularly important against the background of developments in the digital and technical sectors, which are generating new and changed behavior for customers when shopping. Buying habits and service expectations are continuously changing. The immediate answering of chat inquiries by chatbots, communication via social media, or the increasing spread of voice assistants is just three examples that show that companies are facing challenges.<\/p>\n

    To remain competitive, one has to be technically up-to-date<\/strong>\u00a0to provide a satisfactory customer experience. One aspect that should not be underestimated is the customer\u2019s enthusiasm<\/a> for new functions and effective service support. With that one can create a \u201ewow\u201c effect that makes the customer feel positive towards the brand and lays the foundation for a long-term customer relationship. So the goal must be here\u00a0not only to meet customer expectations but to exceed them<\/strong>.<\/p>\n

    Strategies from marketing and management can effectively determine customer expectations, for example by means of short surveys and evaluations. Different methods and tools enable the\u00a0collection of valuable data<\/strong>\u00a0which can then be taken into account in corporate strategy.<\/p>\n

    Related:<\/strong><\/p>\n

    Understanding the factors influencing customer expectations<\/span><\/a><\/p>\n\n\t\t\t\t\t\n\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n<\/section>\n\n

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    Tracking, Analyzing, Optimizing: Strategic Customer Experience Management<\/h2>\n\t\t\t\t\t\t\t\t
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    In order to keep an eye on the needs and expectations of customers and to align the company accordingly, it is important to offer a good overall experience. Sales, marketing, product management, logistics, and customer service should work here hand in hand. With the right means,\u00a0a 360-degree view can be achieved<\/strong>\u00a0through which the\u00a0increase in customer satisfaction<\/strong>\u00a0can ensure sustainable competitiveness. This holistic approach helps brands understand their customers and respond to their wishes.\u00a0Analysis of the collected data<\/strong>\u00a0and the resulting concrete actions in all departments should be the focus of these efforts. Integrative and effective planning of all processes related to customer satisfaction is the prerequisite for the strategic management of the customer experience.<\/p>\n

    Through goal-oriented concepts, professional customer experience management (also known as CXM or CEM) can win the hearts of customers and keep them loyal to the company for years to come.<\/p>\n

    Also Read:<\/strong><\/em><\/p>\n

    What is customer orientation?<\/a><\/p>\n\n\t\t\t\t\t\n\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n<\/section>\n\n

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    Creating a Customer Experience Map<\/h2>\n\t\t\t\t\t\t\t\t
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    Again and again, companies miss important customer interaction details along the customer journey. This type of operational blindness can stand in the way of optimally improving customer experience. A first step towards understanding the\u00a0total experience from the customers’ perspective at all touchpoints<\/strong>\u00a0is the creation of a customer experience map. In the best case, this visualization includes all\u00a0touchpoints along the customer journey<\/a><\/strong>, i.e. all possible points of contact and communication channels between the customer and the company. These are then examined further to reveal weaknesses.<\/p>\n

    The goal should be to\u00a0design all touchpoints both uniformly and purposefully<\/strong>. With the help of the customer experience map, the various departments can compare alignment and results again and again. Management is also able to keep an overview and intervene if necessary.<\/p>\n

    In addition, the customer experience map should also take into account aspects of the customer journey that are not related to the direct contact between customers and companies. After all, not every \u201ccustomer trip\u201d is limited to touchpoints \u2013 think, for example, of an exchange of experiences between neighbors who talk about a product or a brand across the garden fence.<\/p>\n\n\t\t\t\t\t\n\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n<\/section>\n\n

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    Get Important Insights with Touchpoint Analysis<\/h2>\n\t\t\t\t\t\t\t\t
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    Bei der Touchpoint-Analyse werden zwei Arten von Touchpoints unterschieden:<\/p>\n\n\t\t\t\t\t\n\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n<\/section>\n\n

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    Direct Touchpoints<\/h4>\n

    These touchpoints are actively set contact points, for example through advertising, social media posts or promotions. They can be actively influenced.<\/p>\n\n\t\t\t\t\t\n\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t

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    Indirect Touchpoints<\/h4>\n

    These touchpoints are not actively controllable contact points, both on and offline. They could be, for example, evaluation portals, oral testimonials or opinions expressed by third parties on internet forums.<\/p>\n\n\t\t\t\t\t\n\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t<\/div>\n<\/section>\n\n

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    Depending on the company\u2019s orientation, there is a different distribution of digital and analog touchpoints. A local business with an attached online shop, for example, probably has more\u00a0analog touchpoints<\/strong>\u00a0(e.g. flyers\/brochures, customer cards, and events) than a larger online retailer with warehouse sales. Offices, customer centers, and shop windows also play a role here. Digital touchpoints can be an internet presence, for example, a website\/online shop, blog, social media account, rating portals or digital advertising.<\/p>\n

    In addition to\u00a0touchpoint analysis<\/a>, brands can use various methods to create the customer experience map. The interplay of data on the length of stay or entry routes (such as those Google Analytics offers) with the data from a customer survey (e.g. to determine the Net Promoter Score\u00ae<\/sup>) enables valuable insight into the customer experience and answers some open questions such as:<\/p>\n