Simply put, customer experience is how your customers view your company. From onboarding and support to growth and retention, the customer experience encompasses every single interaction across multiple platforms. Like a good user experience (UX), your customer experience should be seamless, delivering consistent, high-quality service at every touchpoint.
Today, your customers have more choices than ever before. In addition, every choice they make has become more complex. From text messages to customer portals to live support, there are many ways that they can interact with brands. A cohesive customer experience that simplifies processes and delights your customers shows your company cares — and is worth continuing to do business with. Similarly, a poor customer experience can cost you customers. In fact, in PwC’s 2022 Customer Loyalty Survey, bad experiences with products/services or with customer service were overwhelmingly the top two reasons cited for leaving a brand.
Customer experience management entails monitoring how your company is being perceived and improving customer interactions with your business across all channels that may affect your customers’ opinion of you. Evaluating how you can improve customer experience across all touchpoints is a critical part of this role in your company.
While both customer engagement and customer experience are important for attracting and retaining customers, they aren’t the same thing. Customer engagement includes interactions between a business and its customers, with the goal of strengthening your relationship. Emails, texts, and social media posts are examples of common customer engagement.
The customer experience is about the perception of your business across every single customer engagement interaction. In essence, it’s about how your customers feel about your brand when they engage with you.
Your customer loyalty program plays an important role in both customer engagement and the customer experience. Offering thoughtful rewards reinforces your image as a company that values their business, and it can also incentivize your customers to provide the feedback you need to improve customer experience. In addition, you can use customer rewards to capitalize on your great experience by encouraging actions of advocacy, such as submitting referrals, posting online reviews, participating in case studies, and more.
BHN Rewards is a digital rewards platform that can help you implement and manage your customer rewards. It integrates directly with customer management tools such as HubSpot and Marketo, as well as community platforms like Krealinks and Verint.