Customer experience: how important is it?

Person leaving a review

Customer engagement,Email marketing

Customer experience (CX) is super important to the success of your business. A positive experience stays with you. Equally, so does a bad one. To start delivering exceptional experiences, it’s import we understand what makes one. Read more about the best digital experience platform.

What is customer experience?

CX is the customer’s perception of your brand, based on their interactions with your business.

That means, every single interaction with your brand, from email marketing and website visits, to the purchase process, a tweet on social media – all of these interactions will contribute to their impression of your brand.

Everything you do impacts your customers’ perceptions – so every touchpoint matters. A good experience will leave them wanting more. A bad experience can drive them away forever.

The perception of your brand that customers take away from their experience with you will ultimately impact your bottom line. So getting it right is essential.

What’s the difference between customer experience and customer service?

As brands recognize the importance of customer experience, there can be some confusion about where it belongs in your business. Most brands have a customer service department responsible for interacting with customers. As a result, customer experience should sit with them, right? Unfortunately, it’s not that simple.

Customer service relates only to specific touchpoints where customers receive or request assistance. For example, when a customer calls an operator to cancel an order or emails a service provider. As customer experience is based on all interactions with your brand, customer service is effectively a part of it.

If you’re planning on adding a specialist CX team to your business, it’s important to remember that they are involved with far more than just the customer service team.

Customer services team image

Why is customer experience important?

We’ve already mentioned that customer experience can affect your business’s bottom line. Delivering an exceptional customer experience offers a range of benefits for your business:

  • Increased customer loyalty – when a customer trusts your brand, they’re going to return time and again.
  • Better customer advocacy – loyal customers are more likely to become brand advocates, sharing their experience with friends, family, and colleagues.
  • Longer customer retention – whether your buying cycle is long or short, a good experience will keep your brand at the top of customers’ minds when buying decisions need to be made.

How to measure customer experience

Customer experience can only be optimized and improved when you can measure your current success. As CX is based on customer perception, you need to gather insight from your customers.

  1. Reviews and ratings
    Requesting reviews and ratings of products and services is essential. Not only does it help product development, but it also helps you identify products or services that are failing to meet customer expectations.
  2. Unsubscribe survey
    Surveying customers when they unsubscribe from your email marketing will help you pinpoint reasons for customer churn. Churn is inevitable, but if you understand the reasons behind it, you can begin to optimize the customer experience to lower the churn rate.
  3. Customer satisfaction surveys
    You should regularly be sending customer satisfaction surveys to your database. You’ll increase your chances of getting responses if you incentivize your surveys with gift vouchers, but they’re a great tool to understand your customers. In these surveys, you can ask shoppers about anything ranging from website experience and opinions on new product launches using intelligent survey branching to create unique customer pathways.
  4. Customer service feedback
    Analyzing the feedback you receive from your customer service operations is also very helpful. If you use a support ticket system or ask qualifying questions you can reveal recurring issue among your customers. The ultimate goal is to reduce the number of tickets, calls, or live chats that are logged with your customer service teams.

4 tips to improve your customer experience

When strategizing to enhance customer experience, marketers frequently prioritize areas such as websites, automation, and social channels. However, it’s crucial not to overlook certain quick-wins that can make a substantial impact. For instance, optimizing content to attract TikTokviews from the UK is a valuable tactic that aligns with the broader goal of providing a seamless and engaging experience for your audience. By tailoring your content to resonate with the audience, you not only enhance your visibility but also cater to the specific preferences and interests of this demographic, contributing to an overall improved customer experience. Click this link here to see more.

Customer experience is important

Customer experience is important – that much is clear. Creating remarkable experiences will keep customers coming back, and if you’re really smashing it, advocating for your brand too. The more trust and loyalty you can develop with every interaction, the more the customer will spend with you, as you continue to meet their needs and expectations.

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Best Swiss Winter Sports Hotels

Switzerland has some of the best winter sports hotels in the world. With Covid, however, many cantons have closed restaurants and bars except those associated with hotels, and these are only open for residents. Now is perhaps a good time to figure out where are some of the best places to stay with full restaurant and bar service and things to do off the slopes, given that there could be various restrictions yet to come.

Hotel Kempinski in St Moritz

Much as I haven’t eaten in many of the restaurants listed in my previous post, I haven’t stayed in enough hotels in Switzerland to tell you which are the best for winter sports from first hand experience.

However, as is the case with Gault & Millau when it comes to the rating restaurants with the best food in Switzerland, the influential Zurich newspaper, Tages-Anzeiger, annually surveys which are the best 3, 4 and 5 star hotels in Switzerland for winter sports visitors.

The resulting lists are behind a paywall, but I shared the lists from 10 years ago on my “Where to Stay” page at the Swiss Winter Sports web site. Last week the newspaper published their latest annual survey (now up from the top 15 in each category to the top 25) and here are some of the best value choices, based on two people sharing:

For 3 star hotels, the Revier Mountain Lodge (Swiss Lodge) in both Adelboden and Lenzerheide are an impressively affordable at SFr 99 per person per night, although breakfast is an extra SFr 18 and dinner is not included. 3 star hotels offering full board at less than SFr 200 per person per night include the #1 pick Spitzhorn in Saanen (Gstaad), Sporthotel in Pontresina, Kernen in Schönried (Gstaad), Spescha in Lenzerheide and Des Alpes in Flims.

Amongst highly ranked 4 star hotels, there are some that come in cheaper than many 3 star establishments, notably the Ameron Swiss Mountain Hotel in Davos, at SFr 170, followed by the Radisson Blu Hotel Reussen in Andermatt at SFr 190, both full board.

The Gstaad Palace dominates the village of Gstaad.

Prices ratchet up quite a bit for the 5 star hotels. However the Lenkerhof Gourmet Spa Resort in Lenk, the Chalet Royalp Hotel & Spa in Villars, the Capra Saas-Fee and the Cervo Zermatt, appear to offer full board mid-season for less than SFr 400 per person per night. The famous Badrutt’s Palace seemed to offer the lowest prices in St Moritz at SFr 495 per night. Gstaad‘s top hotels were even more expensive, but there are options on a lesser budget in both St Moritz and Gstaad.

Schönried gives good access to the best slopes of Gstaad Mountain Rides.

The prices I quoted are taken from Tages-Anzeiger. I did a spot check and they seemed to be broadly correct, but do check at the hotel itself, the Swiss Tourist Board, Bookings.com, TripAdvisor or some other aggregator. Given the Covid situation, you might find some bargains are to be had – I certainly have so far this season.

You may well ask what the different star ratings represent and how durable the Tages-Anzeiger ranking system is by comparing the list of ten years ago with the latest.

Not surprisingly, it was Switzerland who first introduced an independent hotel classification in 1979. In 2010 this became the European Hotelstars .Union, and its classification has been adopted by most Alpine hotels (but not those in France). The full list of criteria is here. However you might want to know what the minimum criteria would be for a hotel selected by Tages-Anzeiger (i.e. three stars):

  • Reception opened 14 hours, accessible by phone 24 hours from inside and outside, bilingual staff
  • Lounge suite at the reception, luggage service on demand
  • Beverage offer in the room
  • Telephone in the room
  • hair-dryer, cleansing tissue
  • Dressing mirror, adequate place or rack to put the luggage/suitcase
  • Sewing kit, shoe polish utensils, laundry and ironing service
  • Additional pillow and additional blanket on demand
  • Systematic complaint management system

For many people a one star hotel will offer everything they want, such as half-board, TV, ensuite bathroom, daily room cleaning and towels. Indeed, I would happily recommend most hostels and many no star hotels in Switzerland to skiers and snowboarders based on my own experience. On the whole Switzerland is an orderly, clean and safe country and I have found even the most basic hostel in the country better than the best hostel I have stayed in elsewhere. Hostels usually offer full board, provide a bar service and have a range of accommodation, – from dormitories to en-suite. Indeed, normally you might prefer a ski-in, ski-out hostel to luxury accommodation where you would need a hotel transfer to get to the slopes. However many of the budget hotels do not offer a dinner or bar service at this time, and many hostels will not be offering shared accommodation any time soon.

It is difficult maintaining a web site dedicated to Swiss winter sports when it is impossible to visit every resort, hotel and restaurant every year and anecdotal information can be inconsistent, so it is useful to have independent input. One question, however, is whether the information is largely consistent from one year to the next and not faddish like many sources. I also wondered whether it is true that the most highly rated establishments tend to maintain more consistent standards over time. If I am right, the best Swiss winter sports hotels in Tages-Anzeiger will have changed less amongst 5 star than 4 and 3 star hotels, comparing 2010 to 2020 and 2020 to last year. Let’s see how it goes.

Well, all but two of the 15 top 5 star hotels in 2010 are in in the top 25 for 2020. The two that have dropped out have been rebranded and appear to be under new ownership, and the two that snuck in to replace them were ranked 23rd and 24th. The ones that dropped out still get good reviews online, but clearly are rebuilding their reputations. The top 10 are the same as last year, with some small differences in ranking. Interestingly, the W in Verbier, which the Telegraph rated 9/10, does not make the top 25 – which may be because the Tages-Anzeiger list addresses Swiss rather than UK tastes.

When it comes to 4 star hotels, only 7 that were in the top 15 are still in the top 15, 10 years later. All the others had dropped out of top 25 altogether. There have been some changes of ownership, but the list for 2020 has a different feel. However only 2 have dropped out from the top 10 of last year, to 14 and 15th places. There are 4 new entrants from last year, 2 of which made it straight into the top 15.

For the 3 star hotels, 6 have retained a place in the top 15, and 9 in the top 25. Only 1 has dropped out of the top 10, down to 16th. There were 5 new entrants, none higher than 17th place.

So it is not very scientific, but it does look like 5 star hotels have more durability than 4 or 3 star hotels but no real difference between 3 and 4 star hotels in terms of durability of reputation.

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Ski for a day

ski-saas-fee
I’m going to tell you how to take a ski break for a day. You can literally check out the snow reports one day, be skiing or snowboarding the next, and be back in the office the following day. In other words, you can take one day off work and ski the Swiss Alps for a full day in the mountains. How’s that for a day out the office!
Why Switzerland? Well it has fabulous resorts within easy reach of Geneva Airport; you can use public transport to get to the slopes; and accommodation at short notice is widely available if you stay in the valleys rather than the mountains. And it is no more expensive than France for a quick break and much more convenient than Italy or Austria. Although Innsbruck in Austria is quite convenient for a number of resorts, there are fewer flights.
Nic Oatridge at Saas-Fee
I’m not going to push Easyjet, but it is a good choice for getting to Geneva from the UK, with several flights a year from Gatwick and regional airports. BA is also a good choice if you have lots of Avios points. And if you want to take your skis with you, Swiss will carry them for free. Typically Easyjet flights start from about £26, but get pricey at weekends. At a day’s notice it can cost less than £100 pounds return for an evening flight out, and either an evening flight back the next day or an early morning flight the following day – both of which will get you back in the office the next day with a full day’s skiing.
Geneva Airport has a station in the airport itself with direct trains running to hub towns from where you can get to the slopes, either by a single train journey or a very reliable bus service.
You can stay in a resort, but with a late flight and an hour time difference it is a push if you leave the office to take an evening flight. I would recommend you stay in one of those “hub” towns, somewhere like Lausanne, Vevey, Montreux, Aigle, Martigny, Sion, Sierre or Visp. It all depends on how much travel time you are prepared to put in to and from respectively the airport and your preferred ski resort. Some towns on the main line service to Brig from Geneva Airport are particularly convenient for specific resorts, e.g. Aigle for Portes du Soleil (Champéry), Villars, Les Diablerets and Leysin; Martigny for Verbier and Les Marécottes; Sion for the central section of the 4 Valleys (Nendaz, Veysonnaz or Siviez) and Anzère; Sierre for Crans-Montana; and Visp for Saas-Fee or Zermatt. I could mention other resorts, but on the whole they require longer transfers or are much smaller.
Most towns have convenient and reasonably priced accommodation near the main railway station that can be booked at short notice, typically via Bookings.com.
You are spoilt for choice about which resort to go to. Saas-Fee and Zermatt are open for longer seasons than the rest, and mid-week skiing is usually only available at the others from the start of December. During peak season Leysin, Villars, Les Diablerets and the Portes du Soleil are the nearest significant resorts to Geneva.
Torgon
Let’s look at a couple of examples.
Flying out of Gatwick on a Wednesday at 6.20pm, arriving at Geneva at 8.55pm, book into the Lausanne Youth Hostel or Hotel AlaGare both walking district from Lausanne station. Get up early and get a full day skiing in Verbier, leaving your stuff in a locker at the base station for Verbier. Return to Lausanne in the evening and take the 7.00am Easy jet flight getting you into Gatwick at 7.35am.
Another example: Take the same evening flight and book into a hotel in Aigle. Ski Leysin the next day, then take the 9.35pm flight back getting you into Gatwick at 10.05pm.
The costs depend on a number of factors. Costing out the first option, you might spend £100 on flights, plus transit costs to a UK airport. You can bring your skis on Easyjet for £39 or hire in resort for about the same if you book in advance. With Avios points I’ve done a return BA flight for £60. The return train fare on Swiss Railways from Geneva Airport to Lausanne is about £40 and the cost of a combined ski and travel pass (the Snow’n’rail scheme) for Verbier will be about £100. Lausanne is about 50 minutes from Geneva Airport and just over 2 hours from the gondola station serving Verbier. Accommodation near the station will cost you about £80 for a night. Food and drink are best bought from supermarkets and it is totally acceptable to drink alcohol on the trains.
On my trip to Saas-Fee last week I took advantage of an all-season ski pass I bought for under £200. I also have a half-fare card which halves the cost of rail transfer in Switzerland and I have Easyjet+ which gives some perks flying Easyjet. I am over 60 so travel in the UK is free or heavily discounted. And I have a pad in Switzerland about 1 hour 30 minutes from Geneva Airport and half an hour from the nearest ski resort.
I also have a pass for 25 other leading Swiss resorts that cost me around £200 for the whole season. The benefit of also having the Saas-Fee pass is it gives me good skiing early and late in the season.

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March skiing

March is probably my favourite month for skiing, the longer evenings and sunny skies heralding Spring. And, of course, you do tend to get Spring ski conditions – crusty off-piste, whilst the pistes are icy first thing and slushy at the end of the day. So a good tip is to look for resorts where most of the skiing is high.

No schools in Europe have half term during March this year, so there should be some good bargains for accommodation, particularly family-friendly resorts.

Some of the medium-sized resorts are perfect to visit since they have lower lift pass prices and should have the full extent of their ski area still open.


Booking.com


These, then, are my top tips for March skiing, all resorts with plenty of altitude:

Saas-Fee
Ski Saas-Fee

Nendaz
Ski Nendaz

Celerina (Engadine)
ski Celerina in the Engadine

Mürren
ski Murren in the Jungfrau

Flims
Ski Flims Laax Falera

St-Luc/Chandolin
Ski St-Luc and Chandolin

Crans-Montana
ski Crans and Montana

Surlej (Engadine)
ski Surlej, Silvaplana

Belalp
ski Belalp and Blatten

Lauchernalp
Ski Lauchernalp in the Lötschental

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