- Published: Wednesday, 26 February 2014 11:13
- Written by Scott
Understanding customer experience is of vital importance to businesses who want to attract and retain more customers, drive value and build competitive advantage. Customer experience encompasses the sum of all interactions the customer has with your brand. This could include seeing your ad on TV, browsing your store or seeking advice from your staff.
Every place a customer comes into contact with your brand is a customer touchpoint. A poor experience at any customer touchpoint may mean they go elsewhere. Research shows 87% of all consumers will never go back to an organisation after a negative experience (Right Now Technologies and Harris Interactive 2008). Being able to understand, measure and act on this insight to improve the experience of your customers is extremely valuable.