Oh joy! Is Customer Experience the B2B marketing Holy Grail?

According to recent research, spontaneous, unsolicited feedback is the most important part of gauging your customers’ experience and your success as a result.

Customer experience matters according to Ombono’s What Works Where research report. Three quarters (75%) of respondents agreed that CX is increasing in importance.

A lot has been written about customer experience in recent years. In short, it is the product of an interaction between an organisation and a customer during their relationship. This interaction is made up of three parts: the customer journey, the brand touchpoints the customer interacts with and the environments the customer experiences (including digital environment) during their experience. A good customer experience means that the individual's experience during all points of contact matches their expectations.

Understanding and developing a positive customer experience has become a staple within businesses as they look for ways to differentiate themselves in an increasingly crowded market. With consumers being much better informed, they can easily compare two equivalent products or services and are looking for positive experiences that can make their purchasing more fulfilling.  Brands that can provide these positive experiences gain a competitive advantage over their competition.

It sounds simple, and most organisations seem to have embarked on the CX journey. The Ombono research shows that 23 per cent of respondents have Customer Experience fully embedded in their business, 38 per cent say is ‘fairly well’ embedded and 24 per cent say that it is ‘somewhat’ embedded.

For most, Customer Experience is delivered by sales and customer service. But neither of these functions can deliver without the guidance of marketing to ensure that that they don’t disconnect from the brand’s vision and values and slip to standards that are standard rather than industry leading. Marketing is of vital importance here to deliver collaboration across functions.

How is the customer experience measured? Perhaps the most interesting metric from a marketer’s point of view is positive anecdotal feedback, often referred to as ‘Joy Metrics’. Although subjective, joy metrics are measured by how much spontaneous, unsolicited feedback is received. This could be in the form of praise, testimonials, ratings and comments on websites, blogs and social media.

Delivering a positive experience, giving your customer joy, will turn them into repeat customers and hopefully brand evangelists… and therefore drive sales and ROI.

For help with your Joy Metric, give us a call. We can help you with your branding, vision and values and ensure you deliver the all-important customer experience.