Customer experience (CX) is as important to modern customers as it is the quality of products and services provided by companies. This term refers to the level of satisfaction that creates emotional enrichment in customers through the experience of purchasing a product or service.
What kind of changes and effects will a good customer experience (CX) and increased customer satisfaction have on a company’s business strategy?
Based on the success stories of Starbucks and Ritz-Carlton, we will explain what a good customer experience (CX) is and the purpose and significance of increasing satisfaction.
What is “satisfaction”?
What is satisfaction brought about by high-quality customer experience (CX)?
For example, you can order a delicious cup of coffee at a cafe and spend a relaxing time in a nice atmosphere. Sharing the “emotions” gained through SNS with friends and others will also be an experience of “increased customer satisfaction.”
In addition to the delicious coffee product itself, being able to provide valuable time to customers has led to the spread of information through social media, which has brought great benefits to the business.
Below, we will explain specific customer experience (CX) success stories from companies such as Starbucks and Ritz-Carlton.
Success stories of Starbucks and Ritz Carlton
Starbucks, the major coffee chain, greets customers who visit its stores by saying “hello.” Our goal is to enrich the hearts of each customer and work as a community.
Their commitment to customer satisfaction can be seen in their comfortable customer service style, in-store atmosphere, and background music. Product packaging that is highly praised for its design and seasonal limited edition products are unique to Starbucks, and are services that differentiate it from other stores.
The store is always thriving because customers are impressed and empathized with the service and become repeat customers who say, “I want to visit again.”
Even at the Ritz-Carlton, which is famous as a top-class hotel, its “impressive customer service” has increased its fan base and earned repeat customers as well.
All employees carry a “Credo” card that clarifies the hotel staff’s behavioral guidelines and mission in order to fulfill customer requests. This represents the entire hotel’s concerted efforts to always provide high-quality and optimal service to customers.
The customer experience (CX) created in this way leads to a desire to visit the hotel again, even though the stay is expensive, and based on word-of-mouth reviews, expectations are raised for new customers who have not yet met. .
Set goals for customer satisfaction
When thinking about customer experience (CX), it is important to clarify the company’s mission. The key is to share the mission with employees and instill it in the form of concrete guidelines.
Considering that customer experience (CX) has a major impact on improving a company’s brand image, in the future, it will be important to establish a mission that will make customers feel attached to it and thereby earn their trust. It will be mandatory.
summary
Customer purchasing behavior is shifting toward seeking personal satisfaction rather than material superiority or inferiority, such as product performance. Companies now need to collect and analyze a variety of customer data in order to clearly understand what is expected of them, and look for issues and areas for improvement in customer experience (CX). .
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What is “customer experience” that is important for increasing company growth and customer satisfaction?