What is Customer Experience?

The customer experience (CX) is the way customers perceive their interactions with your brand throughout the entire customer journey. It’s the sum of all touchpoints, from awareness and discovery to purchase and post-purchase. And it’s influenced by everything from your website and marketing campaigns to your customer service and product design.

Creating a positive customer experience is essential to any business. After all, happy customers are more likely to buy from you again and recommend your products or services to others.

Companies that invest in customer experience management outperform their competitors. In fact, Forrester found that CX leaders grow revenue at nearly twice the rate of CX laggards.

Is Customer Experience part of Marketing?

When it comes to the organisational structure, customer experience typically falls outside of the marketing department. However, this doesn’t mean that marketing isn’t involved in CX. Marketing has a huge impact on the customer experience.

Customer expectations have changed. In the past, companies could get away with delivering a subpar experience because there was little competition and customers had few other options. But now, thanks to the internet and social media, customers are more informed than ever before. They know what good customer service looks like and they expect nothing less.

This is where marketing comes in. Marketing needs to set the right expectations for the customer journey. If your marketing promises a great experience but your product fails to deliver, you’ll end up with disappointed customers.

How does Marketing Impact the Customer Experience?

When it comes to creating exceptional customer experiences, teamwork makes the dream work! That’s why more and more businesses are pairing up their customer experience (CX) and marketing teams to design holistic customer journeys that result in long-term relationships and advocacy.

If we imagine the customer experience as a journey from awareness to advocacy, marketing plays a vital role in every stage.

• Awareness: Marketing is responsible for getting your brand noticed by potential customers. This is done through advertising, PR, and content marketing.

• Consideration: Once someone is aware of your brand, they need to be able to find you when they’re looking for products or services like yours. This is where SEO, PPC, and social media come in.

• Purchase: Once someone has decided to buy from you, marketing needs to make it as easy as possible for them to do so. This is done through things like effective copywriting, persuasive design, and a smooth checkout process.

• Post-purchase: Marketing doesn’t stop after someone has made a purchase. Marketing will work hard to encourage brand loyalty and repeat purchases. This is done through things like loyalty programs, email marketing, and social media.

As you can see, marketing has a big impact on the customer experience. By working together, marketing and customer experience can create a seamless journey that leads to happy customers who keep coming back for more.

Why is the Customer Experience Important to the Marketer?

This information can be used to improve marketing strategies and campaigns. Additionally, happy customers are more likely to buy from you again and recommend your products or services to others.

The customer experience is important to the marketer because it helps them understand how customers interact with their brand.

The Case for Collaboration

There are plenty of reasons why customer experience management and marketing should partner up. For one, the lines between CX and marketing are increasingly blurred. With the rise of digital channels, customers now expect a consistent, cohesive experience with a brand at every touchpoint—and it’s up to CX and marketing to make that happen.

What’s more, CX and marketing teams already share many common goals, such as increasing customer loyalty, reducing churn, and driving revenue growth. By working together, they can pool their resources and expertise to achieve these objectives more effectively.

By partnering up, businesses can avoid duplication of effort, reduce silos between departments, and make the most of their resources.

Together, CX and marketing can create a superior customer experience that is not only more effective but also more efficient.

How to Create a Great Customer Journey

When it comes to creating a great customer experience, your marketing team is a great asset. By understanding your customers’ wants and needs, they can create targeted campaigns that speak directly to them. And, by using customer feedback, they can ensure that every touchpoint is optimized to deliver the best possible experience

But creating a great customer journey is not a one-way street. Customer experience management teams also have a lot to offer marketers. By understanding the customer journey, they can help identify areas where marketing campaigns could be improved. And, by using customer feedback, they can provide insights that can help marketers create more effective campaigns.

The bottom line is that customer experience and marketing are two sides of the same coin. By working together, they can create a feedback loop that will help improve the customer experience and make your marketing more effective.

There are a few key things you can do to create an amazing customer experience:

• Make it easy for customers to find the information they need
• Offer responsive customer service
• Deliver on your promises
• Create a seamless omnichannel experience
• Constantly measure and improve the customer experience

How are you integrating your marketing and CX teams to create a better customer experience? Let me know in the comments!