We often hear and toss around the term “customer experience,” but what exactly does it mean?
Customer experience can include a lot of elements, but it really boils down to the perception the customer has of your brand.
Even if you think your brand and customer experience is one thing, if the customer perceives it as something different, that is what the actual customer experience is. You may think you have high-quality products and a strong customer experience, but if a customer gets a broken product that isn’t fixed, their perception of your company as lower quality then becomes the reality.
With that in mind, managing customer perception is one of the most important things brands should be doing. Everything a company does contributes to how customers perceive it, and therefore to the overall customer experience, including the messaging you use, the products you sell, the sales process, and what happens after the sale, plus other internal factors like the interworking of the company, its leadership, and the engineering of the product or service.
Customer perception is one of the most valuable aspects of a company. Managing that perception in all its forms should be a top priority and is the responsibility of every single person in the organisation.