The customer is far more disruptive than any technology we’ve seen.”
Tiffani Bova, Growth and Innovation Evangelist, Salesforce
Customer experience encompasses all the ways customers perceive their interactions with a company. Focusing on the customer can generate a 20 to 30% uplift in customer satisfaction, a 10 to 20% improvement in employee satisfaction and economic gains ranging from 20 to 50% of the cost base1.
The bar on customer experience is constantly rising. Globally, 73% of consumers and business customers say one extraordinary experience raises their expectations of other companies2.
Customer experience is more than simply providing good service. It starts with recognising the customer’s needs, concerns and broader aspirations. To do this, Harvard Business Review suggests it’s essential to understand the ‘job’ your customer is trying to get done3.
For example, a real estate agent might think they’re in the business of selling houses – but from their customers’ point of view, they are in the business of moving lives. By reframing the social and emotional circumstances behind that ‘job to be done’, businesses can improve the experience – either by adding more value or removing more stress at every stage of the customer’s journey.