What is customer experience (CX)?
Customer experience (CX) is the sum of all the interactions a person has with a brand throughout the entire buyer’s journey. The more positive interactions someone has, the more favourable their overall perception of the brand will be. Every customer touchpoint has an impact on customer experience, from marketing to product use to customer service.
For example, someone may decide to buy a product from your brand after seeing a YouTube ad, hearing another ad on a podcast, subscribing to a newsletter, then getting a recommendation from a friend. When they receive the product, they may have some additional questions and receive prompt answers from customer service. All of these customer touchpoints, from awareness to post-purchase, make up the customer experience.
Why customer experience matters
Customer experience matters because customer expectations are the highest they’ve ever been. People increasingly expect personalised, convenient, and consistent experiences across all channels.
As more brands compete with Amazon to deliver these experiences, standards keep getting higher. But at the same time, brands that can exceed those expectations with truly memorable customer experiences will be able to increase their marketing ROI through reputation rather than more spending.
How to measure customer experience
You can’t improve what you don’t measure. Given that customer experience is all-encompassing and holistic, there are a lot of ways to measure it. Here are just a few of the anchor metrics brands look to when they’re trying to improve CX:
- Customer satisfaction score (CSAT): CSAT measures how satisfied customers are after a brand interaction or a purchase. You typically collect it through post-interaction surveys.
- Net promoter score (NPS): NPS asks one question—how likely customers are to recommend a brand to others. This is a great way to measure overall customer sentiment, although you need more information to assess reasons behind low or high scores.
- Customer effort score (CES): CES measures the ease or difficulty of customer interactions with a brand. A high score indicates an easy experience, whereas a low score indicates a difficult experience.
Klaviyo offers several integrations that can help businesses run these exact types of surveys, including Delighted and Survicate.
In addition to these CX-specific quantitative metrics, brands also collect qualitative feedback through customer reviews and social media listening. These can do a better job of illustrating the quality of customer interactions as a whole, especially when you analyse the data for trends.
How Klaviyo B2C CRM can improve customer experience
- Personalisation and automation: Klaviyo B2C CRM makes it easy to deliver the personalised customer experiences people have come to expect, while automating a lot of the repetitive tasks involved in delivering those experiences at scale.
- A single customer view: Klaviyo B2C CRM centralises all customer data in one place—which means you don’t have to worry about siloed data getting in the way of a smooth customer experience, beginning to end.
- Integrated customer journeys: Klaviyo B2C CRM integrates with 350+ ecommerce platforms, all of which come together to deliver the many customer touchpoints of a non-linear buyer’s journey.
- Actionable analytics: You can actually take action from what you learn from Klaviyo B2C CRM’s analytics, which are and have always been designed for B2C businesses.
Klaviyo has helped 167,000 businesses create better customer experiences. Sign up for Klaviyo and get started today.