The increasing focus on “experience” seems to me to be a natural reaction to the evolution of the world in which we live: everything is digital, we are always connected, we have an infinite flow of information always accessible, we are more focused on ourselves and our interests… This makes us more demanding and the brands focus on delivering something that does not disappoint a much more conscious than normal customer. We participate differently in everything, with high expectations and, as consumers, we take a more active role in the lives of brands – hence the importance of the concept of “experience”.
Welcome to Era X: CX (customer experience), UX (user experience), BX (brand experience), EX (employee experience)… What are the differences between these experiences? I like to think that each of these approaches has a different territory and objective:
– CX (customer experience) aims to create a perfect, logical, simple experience, focused on the consumer, that solves his life;
– UX (user experience) focuses on clarity and usability, since it puts the consumer in the role of user of a software, a store, a product or service;
– BX (brand experience) turns out to be the result of many initiatives, with the aim of differentiating it from the competition;
– EX (employee experience) is the experience with the brand, but from the point of view of employees.
In this new era, people’s experience with brands is a deal breaker and turns out to be one of the most important points for how we evaluate a brand.
In this new era, people’s experience with brands is a deal breaker
According to a PwC study on customer experience, 56 percent of consumers in the United States say that the experiences they have with most companies should be improved. In the same study, one in three people says that a bad experience is enough to break the relationship with a brand. What is the reason for such a high level of dissatisfaction and such a low tolerance for bad experiences? These data reveal the urgency of placing the consumer at the center of everything we do and always taking it into account. Hence the importance of CX in Era X. Think about the last time you had an excellent experience with a brand.
Do you remember the way you felt after that interaction? The same works when the experience is bad. This is where things start to get interesting. We are dedicated to delivering and designing optimized and simpler experiences, but we must bear in mind that the consumer is in charge. Are the people. And these people relate to more brands than they would normally want to relate to.
The contribution of the customer experience (CX) is essential to the brand experience (BX). Whoever gives the final verdict on the “brand” is really the “customer” and not the “brand”. Never forget that our brands are exclusively what people, in general, think about them. Little more than that.
In the midst of all these X’s, what is the differentiating factor for a memorable experience? How do we create a perfect experience for consumers and, consequently, a good relationship with the brands we work with?
One in three people says that a bad experience is enough to break the relationship with a brand
Creativity is what makes something perfectly well designed into something that makes sense. Something that is memorable. It makes us laugh. Or cry. Above all, it makes us feel something. The creative customer experience (cCX as I like to call it) is the opportunity to not only end any kind of friction on a specific journey, but also the perfect time to design how the consumer will be dazzled by what we have to offer . It is the ideal method to conduct the way he will remember that experience later.
This new way of thinking about CX, the cCX, turns out to be much more than the basic exercise of eliminating less positive points in the consumer’s journey. By designing experiences that solve consumers ‘problems creatively, brands gain the right to have space in consumers’ lives because they show that they are really interested. And that is putting the consumer at the center of everything.
Opinion article by Pedro Yildiz Morgado, head of ideas & copy of Fullsix Portugal / Havas CX
Source: Meios & Publicidade by www.meiosepublicidade.pt.
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