Customer Experience The New Marketing
SME Magazine Singapore|October 2020
When was the last time you had a truly great customer experience? Chances are, it wouldn’t take you long to answer this question. You would probably recall a story of how an experience with a company left you happy and satisfied.
Ong Xiang Hong

Same goes for the reverse – if you’ve had a bad customer experience, you probably wouldn’t hesitate to spit out the annoyance and frustration you felt.

Thus it goes without saying that companies need to maximise good customer experiences and eliminate bad ones. A positive customer experience not only results in making your customer happy, but it can also lead to additional revenue. The best marketing money can buy is word of mouth – a customer who will promote your business to friends and family, free of charge.

In fact, negative customer experiences can cause much more damage than you think. According to a survey conducted by Dimensional Research, 95 percent of respondents who have had a bad experience said they told someone about it, compared to 87 percent who shared a good experience. Respondents who suffered a bad interaction were 50 percent more likely to share it on social media than those who had good experiences (45 percent vs 30 percent) and 52 percent more likely to share it on an online review site such as Yelp (35 percent vs 23 percent).

Furthermore, bad experiences were more likely to be shared across each of the social circles identified. Friends or family (in person) were most commonly told, by 81 percent of those with bad experiences and 72 percent with good experiences, followed by co-workers (in person – 57 percent and 40 percent; respectively).

In short: bad news travels faster than good news.

But of course, review scores are not the end all and be all. Building a culture around customer experience results in a more profitable organisation, as well as a more resilient organisation.

BUT WHAT IS CUSTOMER EXPERIENCE?

Put simply, customer experience, or CX is the product of an interaction between an organization and a customer over the duration of their relationship.

During this interaction, multiple touchpoints factor into CX, and these touchpoints occur on a cross-functional basis. In terms of CX, these touchpoints are critical interactions within the customer journey that help define key moments in the process. Such touchpoints can be as diverse as advertising, to your website, storefront, ordering system, customer contact centre, and returns process.

Cumulatively, these touchpoints become the customer journey – detailing how customers engage with your brand across their lifetime.

Understanding this journey is central to mastering CX. You need to see the customer journey from their perspective. Customers’ progression to each touchpoint is dictated by your brand, and your brand alone. Customers don’t know or care who in a company owns the individual experience of billing, onboarding, service calls, and so forth. From their perspective, these are all part of one and the same journey.

Therefore, mastering CX means looking at the customer journey as a whole. Many organisations, for whatever reason, fail to deliver a compelling customer experience. Sometimes, this can be down to narrow thinking – a manager of one department may be very good at handling operations, but fails to connect with other parts of the organisation to deliver a fuller experience. Other times, when thinking about CX, organisations focus only on touchpoints, missing the bigger picture.

Only by looking at it through their eyes, along the journeys they take, can companies begin to understand how to improve the customer experience in a meaningful way.

HOW DOES CX CREATE VALUE FOR MY ORGANISATION?

Continue reading your story on the app

Continue reading your story in the magazine

MORE STORIES FROM SME MAGAZINE SINGAPOREView All

HOW I'VE APPROACHED MY ROLE AS A LEADER WHEN IT COMES TO CREATING A COHESIVE TEAM CULTURE

It is business, but it’s far from usual. COVID-19 has transformed our ideas about how and where we work, and put flexibility, adaptability and technology at the heart of the workplace. Our work cultures, have therefore, been transformed as a result of this change.

3 mins read
SME Magazine Singapore
November - December 2020

JAMES RATCLIFFE

RAGS TO CHEMICAL RICHES

6 mins read
SME Magazine Singapore
November - December 2020

BEYOND 2020

THE RISE OF EMERGING TECHNOLOGIES

8 mins read
SME Magazine Singapore
November - December 2020

Sticking To Your Guns

The Playstation 5's Plan To Win The Console Wars

4 mins read
SME Magazine Singapore
November - December 2020

Six AI Myths Debunked

To generate value, leaders must fully understand how AI works and where its limitations lie. Myths include, “Artificial intelligence (AI)I will automate everything and put people out of work.” “AI is a science-fiction technology.” “Robots will take over the world.”

3 mins read
SME Magazine Singapore
November - December 2020

Live Streaming: The Next Frontier Trend

Energy! Energy! Energy!” These are the exhortations of Jerry Hang, our trainer for the day.

10 mins read
SME Magazine Singapore
November - December 2020

APEC Recovery Gameplan Beyond Trade And Investments

Amidst uncertainties that the pandemic COVID-19 has brought upon the entire global citizens, one thing is for sure, economic activities need to resume operations to safeguard the future of business owners.

4 mins read
SME Magazine Singapore
November - December 2020

Are We Ready To Ship Billions Of Covid Vaccines Worldwide?

There’s no denying it. 2020 has been a year of immense difficulty and disruption. Many now look forward to 2021 and the much-anticipated prospect of COVID-19 vaccines as the gateway to global recovery.

3 mins read
SME Magazine Singapore
November - December 2020

Logistics : Risk And Opportunity In A Turbulent World

Like most other industries, transportation and logistics is currently confronting immense change; and like all change, this brings both risk and opportunity.

7 mins read
SME Magazine Singapore
November - December 2020

Budget 2021- Changing Budget For A Changing Time

Changing Budget For A Changing Time

9 mins read
SME Magazine Singapore
November - December 2020
RELATED STORIES

People Are Not Data

Want to really connect with consumers? Take it from me, a guy who ran marketing at You Tube, Spotify, Google, and Instagram : You can’t rely on data alone. It’s time to build some truly human connections.

10+ mins read
Entrepreneur
January - February 2020

Cómo usar Pinterest en tu negocio

Ya sea para conectar con los usuarios, aumentar el conocimiento de la marca, crecer o descubrir ideas nuevas que te ayuden a conseguir tus objetivos empresariales, este es el lugar en el que tienes que estar.

6 mins read
Entrepreneur en Español
Diciembre 2019

eBay puja fuerte por México

Exportar no es una actividad exclusiva de grandes empresarios: eBay desarrolla emprendedores y los premia.

4 mins read
Fortune México
Noviembre 2019

Low-Cost Marketing That Works

What’s the best way to tell the world that your company exists and is open for business? Six entrepreneurs share their launch strategies and stories.

2 mins read
Entrepreneur
Startups Fall 2019

Google Ads: Effective, A Little Frustrating, Businesses Say

For many small business owners, Google is a necessary and successful way to advertise although it can also be expensive and frustrating.

4 mins read
AppleMagazine
September 20, 2019

How To Create Killer Buzz Around Your Biz

Nudging your customers to sing your praises is the best advertising you never bought. But be careful: There’s an art to this ask.

4 mins read
Inc.
October 2019

Samsung Galaxy Note 10+ Hands-On: A New Model Changes The Game, For Better Or Worse

Samsung has unveiled the Galaxy Note 10 and Galaxy Note 10+, dividing the line between ‘good enough’ and ‘great

6 mins read
PCWorld
September 2019

Uber Lays Off 400 Employees From Global Marketing Team

Uber is laying off 400 employees in marketing, about a quarter of the marketing team’s global workforce of 1,200 people.

1 min read
AppleMagazine
AppleMagazine #405

Get To Know: Tera Black

Tera Black is the chief operating officer for the Charlotte Checkers, overseeing the day-to-day business operations and overall marketing strategy.

3 mins read
Charlotte Parent
August 2019

La Data no es el recurso dorado

“Quisiera olvidarme de la palabra ‘publicidad’, básicamente por una cosa: el trabajo que hoy hacemos en esta industria es mucho más grande que lo que [antes] pudiera significar este concepto”, dice Gordon Bowen, fundador de McGarryBowen. Pero aclara que hay algo que no cambia: la conexión con el consumidor sigue siendo emocional.

7 mins read
Forbes México
Julio 2019