What is CX and why is it so critical for brands to get it right? Take a minute to learn why 2020 may actually be the "Year of the Customer" in this week's Marketing in a Minute.
Every year since 2010, we’ve heard, “this is the year of the customer”.
Experts say, 2020 will actually be that year, as consumer experience will overtake price and product as the most important differentiator a brand can have.
So, what is CX? It’s the perception consumers have of your brand, starting long before they ever personally engaged with your brand, and continuing long after.
It’s the message you put in front of the consumer before they buy, and it’s how that message evolves as you get to know them, incorporating their preferences. It’s the actual purchasing experience and the level of satisfaction with that purchase. And, it’s the steps you take to secure repeat purchases. It’s the cumulative effect of all these interactions.
Pay attention to the differences between the perception consumers have of your brand, and the perception you have of your brand. The former, being the one that matters.
CX requires upfront planning, dependable execution, monitoring of performance and continual improvements. It has to be an ongoing evolving part of your business strategy that lives in the DNA of the entire organization. Start now, if you haven’t already, and don’t stop.