In today’s hyper-connected and competitive business landscape, organizations strive to build lasting customer relationships. A happy and content customer is a company’s true asset. For any business, however big or small, there can be no better advocate than its customer community.
That’s why organizations are so rightly focused on being ‘customer-centric
Two terms that often arise in discussions surrounding customer-centricity are “customer experience” and “customer engagement.” While the terms may seem interchangeable, they actually represent distinct aspects of the customer journey. Considering the current scenario, with so many businesses going ‘digital-first’, things become more interesting as we examine online customer experience and digital customer engagement.
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Understanding Customer Experience Customer Experience vs. Customer Engagement
Customer experience (CX) refers to the overall perception and impression a customer has of a brand or organization throughout their entire journey, encompassing every touchpoint and interaction. Therefore, It is the cumulative result of a customer’s encounters with a company, ranging from contact center and web interactions to post-purchase support. Customer Experience is about creating a positive. Therefore, satisfying and seamless overall impression for customers, ensuring their interactions are enjoyable, convenient, and memorable at every stage. In summary, CX is about ‘how the customers feel’ about the brand, product or service.
For consulting, the situation tends to be even worse, because monitoring is usually flawed or ineffective. Why? I often say that consultancy is a constant state of crisis, divided into three blocks: Information crisis – Where there is a need to reach a specific audience on a constant basis Management crisis – Counterpoints and feedback usually take a long time to be forwarded (if outsourced) or the service is fragmented Professional identity crisis – Where, even in private spaces, the professional is treated as the figure he represents
Understanding Customer Engagement
Customer engagement, on the other hand, refers to the process of actively involving customers in meaningful interactions with a brand. This can be achieved with a certain set of tools, techniques, strategies, and by effectively implementing those strategies. Customer engagement aims to create loyal and committed customers who readily participate in brand activities, Therefore, advocate for the brand, and provide feedback. Communicating with customers via multiple channels is key in working towards good customer engagement. In a nutshell, customer engagement is more about ‘what a brand does’ to engage the customers for them to have a positive experience.
The Synergy between Customer Experience and Customer Engagement
While customer experience and customer engagement have distinct focal points, they are not mutually exclusive. In fact, they complement each other and work hand in hand to create a holistic and customer-centric approach Customer Experience vs. Customer Engagement.
A great customer experience lays the groundwork company development strategy: how to develop and implement for engagement by creating a favorable perception of the brand and establishing trust. Conversely, customer engagement initiatives contribute to enhancing the overall customer experience by fostering loyalty, advocacy, and personalized interactions.
Customer engagement is built on the foundation of a positive customer experience.
For instance, a customer who has a positive experience with a brand may be more inclined to engage with the brand’s social media channels, make a purchase, renew a subscription, participate in surveys, and more. Therefore thereby increasing their engagement level.
Value Across Every Interaction Customer Experience vs. Customer Engagement
Customer engagement goes beyond one-off asb directory transactions, focusing on fostering loyalty and advocacy through ongoing engagement initiatives. Brands have to ensure that they bring the maximum value with every interaction they have with the customers. It is important to design customer journeys that would enable growth in engagement throughout the customer lifecycle. This is what it means to be truly customer-centric.
Cross-Channel Customer Experiences. Therefore, an intuitive cross-channel customer experience is what marketers should focus on. Ensuring that customer interactions are consistent and seamless across all channels is key to customer success.Consulting and Social Media – Dealing with Crisis Management Consulting and Social Media – Dealing with Crisis ManagementWithout a doubt, the most stressful moment for a professional who works in consulting or social media is a crisis. It is impossible to predict the form, much less the immediate impact it will generate, nor its consequences in the medium and long term.
