Autor: Rodrigo Prado | Managing Director & Founder at Imppulsor
The customer experience -CX- is a general perception that the latter is formed after interacting physically, rationally and emotionally with any material or digital component, assisted by people or automated, of a company.
The customer experience -CX- is a general perception that the latter is formed after interacting physically, rationally and/or emotionally with any material or digital component, assisted by people or automated, of a company. This perception affects customer behaviours and generates memories and/or emotions that determine their loyalty and affect the economic value that an organization generates.
Its scope is inclusive, unfolding the business around the customer’s vision and includes all interactions between the customer and the company’s processes, beginning in the phases of attraction, awareness and interest generated by operational marketing, conversion or purchase, triggered in commercial instances, the use or consumption of the product or service and even intermediate or final instances such as customer service, cancellation or cancellation of services, post-sale or technical service, depending on the scope of activity in question.
In recent times, and from a strictly strategic point of view, customer experience management has become a driver of competitive differentiation, transforming it into a discipline with scope, depth and impact on the main performance indicators of a business that far exceed areas such as customer satisfaction and quality of service.
In recent times, and from a strictly strategic point of view, customer experience management has become a driver of competitive differentiation, transforming it into a discipline with scope, depth and impact on the main performance indicators of a business that far exceed areas such as customer satisfaction and quality of service. It is a corporate definition that seeks to understand, design and manage interactions with customers to influence their perceptions, seeking to increase their average life, profitability and willingness to recommend the company’s products or services, which increases their current value and raises the economic value of the customer base.
In the absence of a customer-centric management model -customer-centric model management in English- the main interactions with consumers can be modelled at a more operational or task level through a service model. This operates as a guideline for action with a protocol and relationship style designed based on a service standard, mediating between different company processes and service channels, seeking to influence customer satisfaction and contribute to brand DNA. In turn, objectives and guidelines for commercial activities can be attached to it in order to economically exploit the moments and points of contact, enriching the role of the service staff.
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