What is customer experience ‘excellence,’ really?

“Customer success” is a buzzword a lot of business strategists use these days, and customer experience management discussion (“CX”) is all the rage in many boardrooms.


To answer this question, which lies at the heart of many business strategies, you have to take the customer’s perspective. And from the customer’s point of view, an excellent customer experience is one that is simply frictionless.

How to fully engage your customers’ and excel at customer experience, then join us at Customer Experience World (CEW2018) and hear from top speakers who are leaders and experts in the field of customer service.

No customer wants to be required to go to any extra trouble, or to fix problems, or to repeat things already communicated. The best kind of experience a customer can have is one in which he or she can meet a need and solve problem effortlessly, without having to jump through hoops or overcome obstacles. Obstacles are friction. No one has time for obstacles.

To remove friction, marketers should focus on four basic attributes of a frictionless customer experience:

  • Reliability. Your product or service should perform as advertised, without failing or breaking down.
  • Relevance. If reliability is about product competence, then relevance is about “customer competence.” Remember, each customer’s specific needs and easily solve their problem  
  • Trust. In today’s hyper-interactive world, mere trustworthiness – that is, doing what you say you’re going to do and not violating the law – is no longer sufficient to render a frictionless customer experience. Increasingly, customers expect you to be proactively trustworthy.

As marketers, we all want to ensure our products and services are positioned and delivered in such a way that customers receive an excellent customer experience. And from the customer’s perspective, the less friction is generated, the better their experience will be. It's that simple.

Learn the secrets of how to maximise customer success and book for CEW2018

(Excerpt from an article by David Peppers)

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