Customer experience: how important is it?

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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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Arosa Revisited

The author in Chur, about to take the narrow gauge mountain railway to Arosa.

I was working on a project about the history of Arosa and it reminded me it is about time I planned another ski trip there – I think my last must have been about four years ago as my recent focus has mainly been on Vaud and Valais. The Arosa-Lenzerheide ski area is the largest in Graubünden, some 225km of piste and 43 ski lifts. Arosa is a bit of a sprawl, but there is more to the resort than skiing, so around a half of the winter visitors don’t ski at all. In recent decades it has fallen out of favour, but in 2013 a new cable car linking Arosa to Lenzerheide trebled the ski area size and re-established Arosa as a go-to resort for keen skiers – although, on the whole, the slopes are better suited to intermediates than experts. I like the resort, though, and the train journey from Chur is one of the great train journeys in the world.

Oh, and I’ve skied main street:

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Swiss Winter Sports in 1925

Skijoring on the lake at St Moritz 1925

Although I have been skiing for over 50 years, I don’t have a great sense of it changing much since I first tumbled down a Scottish mountain. OK, we did wear some uncool ski outfits back then, nobody snowboarded and there were a higher proportion of surface lifts. But I don’t remember it being so different. Largely the same resorts and the same vibe in them.

Track back another 50 years, and what was often called ski running involved very long wooden skis, one stick and a pair of stout leather ski boots. And it was by no means the major attraction for people visiting the Alps in winter.

I’ve been reading “Things Seen in Switzerland in Winter”, written by Charles Domville-Fife in 1925. He writes that interest in visiting Switzerland was divided between those for whom it was termed “The Playground of Europe”, and those who went hoping to recover from tubercolosis.

Until 1946 there was no effective medication to treat tubercolosis, a disease that killed as many as one in four people in England in the 19th Century. Swiss mountain air and sunshine achieved a remarkable recovery rate in the clinics that sprung up in hitherto sleepy hamlets like Davos and Arosa in the late nineteenth century. And the therapeutic benefits were enjoyed as much, or even more, in the winter.

St Moritz had also become a popular destination for its winter sun and the many diversions organised in the sophisticated hotels there – the hotelier Badrutt taking a lot of credit for popularising winter holidays in the Engadine. In 1873 for the first time St Moritz recorded more winter visitors than summer ones.

One English visitor to Switzerland in the late nineteenth century was Sir Arthur Conan Doyle, who stayed in Davos where his wife was recuperating from tuberculosis. Ever impatient to be doing something, he imported some skis from Norway (where skiing had long been a practical means of transport) and became the first person to ski from Davos to Arosa – still a popular back country route. In 1893 he wrote an article in the English press of his experiences and helped popularise what was to diverge from Norwegian ski techniques to become what we now know as the sport of downhill skiing.

Skiing was by no means the only winter sport that became popular in Switzerland. Domville-Fife records that skating was introduced as a winter sport in 1876 (from England), curling (from Scotland) in 1882, tobogganing (from Canada) in 1884, ice hockey (also from Canada) in 1992 and the quaint sport of skijoring (from Scandinavia) in 1906.

In the second half of the nineteenth century Switzerland benefitted from a growing electrified rail system, opening up destinations such as the new sanatoria in Montana and Leysin, and new winter sports destinations like Klosters, Celerina, Grindelwald, Wengen, Murren, Gstaad, Villars, Engelberg and Andermatt. Adelboden later emerged as both a health centre and a ski destination, with the world’s first winter sports holiday package organised by Sir Henry Lunn in 1903. Outside of Switzerland, Chamonix and St Anton – both with rail links – were early adopters of sport skiing, St Anton claiming to have founded the first ski club in 1901.

Skiers demonstrate Telemark, Jump Turn and Christiana in St Moritz 1925

Most of the new winter sports were introduced by the British, but soon became popular with the Swiss and visiting Germans. The opening of the cog railways in winter in Grindelwald, Wengen and Villars are attributed to British requests that they be available outside the summer timetable.

It’s noteworthy that, at this time, British tourists tended to come over only in December and January, and what we now largely associate with the peak winter sports period was left to the locals. Domville-Fife declares that “at nearly all the best known resorts the predominance of British people during Christmas and New Year festivities is usually so great that even the Swiss themselves are scarcely seen. It is during this period and for about five weeks afterwards that a sojourn at any of the winter sports centres becomes one of the most delightful experiences of life”.

Domville-Fife, writing in 1925, doesn’t mention a single ski destination in the canton of Valais, now probably the pre-eminent ski region in the world. Champéry, in the Portes du Soleil did not have its first lift access to the slopes until 1939, Verbier’s first lift arrived in 1946, Saas-Fee a popular summer spa destination did not have road access until 1950 and Zermatt, although it has had the Gornergrat cog railway since 1898, was primarily known as a summer destination for climbers, and did not open the railway to the summit during the winter season until 1941. Only Montana (later Crans-Montana), had adopted skiing by 1925, following the opening of the funicular railway in 1911. However the village was still mostly popular for its sanatoria and, from 1906, for golfing.

Skijoring, meanwhile, has its adherents but has achieved only a limited popularity. Although my Swiss mother-in-law recalls skiing to school on skis, I don’t think it looks anything like this today at Aiglon College!

Switzerland - school in the sun 1925.
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Ski Movies – Part 2

Streif- One Hello of a Ride (2014)

This film is about the famous annual Hahnenkamm race, the toughest on the FIS downhill circuit. It takes place in Kitzbühel, Austria. You can see the movie at the Red Bull web site, and it’s probably the best ski documentary out there.

Frozen (2010)

No, not that Frozen. This one is about three skiers trapped on a ski lift in Snowbasin, Utah, after the resort has closed for the night. Enough to put you off that crazy run to catch the last chairlift before the mountain closes.

Low budget it may be, but it is definitely watchable and pretty scary.

Eddie the Eagle (2016)

If you can take clichés and sentimentality, you will probably like this story of Britain’s most famous ski jumper.

Fly like an eagle

SKI School (1990)/Ski School 2 (1994)

Judge for yourself whether the antics of a bunch of ski instructors, mainly filmed in Whistler, is to your taste. However the first of the two does enjoy something of a cult following amongst people of a certain age.

Extreme Ops (2002)

In what is probably not Rupert Graves’s finest outing, a film crew and three snowboarders go on a trip to a remote part of the Austrian Alps to film some stunts. Unbeknown to them they stumble across the hideout of a thuggish Serbian war criminal. What could possibly go wrong? Although the ski scenes are staged as being on the former Yugoslavian border, filming seems to have taken place at various locations, including Verbier.

More winter sports movies to come…

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