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rakuiboul hasan
Apr 12, 2022
In Wellness Forum
Like "customer centricity", "enhancing the customer experience" is the "mantra" of almost every company. This may be because everyone realizes that the cost of acquiring new customers is much higher than retaining existing customers. Only when the customer experience is good can it be possible to upsell (repurchase, renew) or cross-sell (sell other products) to bring incremental growth. Plus, a great experience can spread word of mouth , bringing new customers to the business . However, Experience experience is a psychological feeling, which is difficult to articulate and even more difficult to quantify. A holistic perception of product design, marketing, sales, and customer service is formed during customer engagement with the brand. If you do well in some aspects, the experience may not be good; but if you do not do well in one aspect, you may lose customers (according to McKinsey's report, 25% of customers will be lost after only one bad service experience). That said, optimizing the customer experience is the right thing to do, but it's hard. At the end of July, I happened to participate in the To B CGO roundtable discussion on "customer experience". The host asked: "Few companies have job title email list a dedicated CX (customer experience) department, so who is responsible for this important matter?" That's a really good question, going from rhetoric back to reality all at once. Everyone thinks that cross-departmental and cross-functional matters can only be led by the CEO. But will the "top-ranking project" still fail in the end? What difficulties do you encounter in internal collaboration? Is there any good solution? After the event, I seriously thought about these topics and wanted to extend my views and share them with you. 1. What is a good customer experience and what are the standards? During that roundtable discussion, the moderator had another question, "Which SaaS company do you think does the best customer experience?" I can't really answer for a while. It's not that these companies are not doing well, but I don't have a standard in my heart. What is good? I have been pondering this issue until my driver's license expired some time ago, and I used the "Guangzhou Public Security" applet, and felt what a good experience was. From reminding the expiry of the old license one month in advance, to the process instructions and the automatic upload of photos and medical reports in operation, to the final mailing of the new driver's license, the whole process hardly exceeds
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