What is Customer Experience (and why learn now)

Have you ever called to cancel your service, waited hours on the line, spoke to several operators, and eventually dropped out? Or, did you ask for information on social media and were answered so promptly that you were positively surprised?

These are some examples of Customer Experience (CX) whose translation is Customer Experience.

But tell me: which of the above experiences would make you refer a company to friends and which would make you alert people close to the poor quality of service?

This one is easy, right?

But the point is: pleasant or not, every contact with a company gives rise to an experience. And this experience generates emotions, memories, feelings…

In such a competitive market, Customer Experience strategies have been gaining more and more space. After all, there is evidence that they have become essential for the maintenance and growth of any business. Take a look at these numbers:

  • 42% of consumers would pay more for a friendly and welcoming experience, according to a survey by consultancy PWC.
  • According to the same survey, 49% of Latin American customers would abandon a brand they love after a single negative experience.
  • Companies that provide an emotional connection to customers outperform competitors’ sales growth by 85%, Gallup points out.

But let’s understand better what Customer Experience (CX) is and why is it so worthwhile to study this subject? Keep reading this post!

What is Customer Experience (CX)

Customer Experience (CX) can be defined as a set of strategies to provide the best customer experience in all interactions with the company – that is, before, during, and after a purchase.

Unlike User Experience (UX), which is more focused on the user experience with the product or service itself, CX cuts across all consumer touchpoints. Some examples of touchpoints (or touchpoints) are:

  • Website or e-commerce
  • Social network
  • Support
  • Announcement
  • Event
  • Trade Representative
  • Packaging
  • Review
  • Catalog
  • Recommendation

And, to ensure the best experience, the Customer Experience encompasses areas such as Customer Service, Marketing, Data Analysis, Product, and the UX itself.

Put the customer in the center

Have you ever stopped to think about what sets Nubank apart from other banks? The brand grew quickly and is remembered for exceeding customer expectations, whether for its quick service, the relaxed tone on social networks, or the effectiveness of the app.

All this enters into the logic of Customer Centricity or the business culture that places the customer at the center of the operation, a typical characteristic of New Economy companies.

So, when we talk about CX, we are not talking about improving a common service, but about totally turning the culture of an organization towards an empathetic look at the customer, which will translate into satisfactory experiences and, ultimately, loyalty.

CX benefit for companies

And speaking of loyalty, why is this so important, huh? The answer is money, money, money.

Customer satisfaction with the experiences provided by the company remains and still indicates the brand. And that means reducing costs in attracting new customers and increasing revenue through buybacks, for example.

Capturing a new customer can cost seven times more than keeping one! Who says this is “only” one of the biggest references in Marketing in the world, Philip Kotler.

That’s why 37% of companies mature in terms of CX ensure that their number one priority is to deliver the best possible customer experience. This is way above other goals, including new customer acquisition – cited as a priority by just 9% of them in a HotJar survey.

And why learning CX can be good for your career? I’ll tell you this later! But first, I wanted to serve you some alphabet soup to clarify a common doubt in this universe of acronyms brought about by the digital transformation in companies.

Customer Experience versus Customer Success

The terms are very similar, right? But there is a difference.

While Customer Experience (CX) aims to build a positive experience for the customer, Customer Success (CS) acts proactively so that this experience brings fruit (or success) for the customer.

In addition, Customer Success is usually linked to relationships between two companies, that is, B2B (Business to Business) businesses.

Show? So here are some reasons why you should learn CX right now!

Why Learn Customer Experience (CX)

Learning about customer experience is important in many settings and for many careers. Check it out:

Being a more strategic customer service professional

It may be that you work with customer service and want to update your practices or that you have fallen by parachute into the CX universe.

In both situations, learning Customer Experience from experts will help you to better support your decisions and, therefore, be a more strategic professional.

What you do daily, small actions, matter a lot not only for the customers you serve but you will also be recognized in the company and you will be building your career in the long run.

Take CX concepts to other areas of the company

Everyone needs to know a little about Customer Experience. As we said before, this area is transversal and is in almost all processes of a company that puts the customer at the center.

It doesn’t matter if you work in Marketing, Product, Logistics, or IT: understanding more about CX will help you develop experiences that generate value for the customer in the area in which you operate.

Entering a market with high demand

Thinking about being the “voice of the experience” (of the consumer) in your company? If you want to become a CX Analyst, now is the time, ok?

A survey by Connekt, a digital recruitment platform, pointed out that the number of vacancies for Customer Experience and Customer Success rose 221% here in Brazil in a period of just three months. The number of open opportunities rose from 280 in June last year to 899 in September.

In 2019, the CX Analyst was the fourth most sought-after professional in the digital sector in the country, with demand in 9% of the organizations that participated in the Digital Paradigm study, prepared by recruiter Talents in partnership with Digital House.

The average salary for a Customer Experience Analyst is R$2,894 and can reach up to R$4,323, according to information from the Vagas.com portal.

Interested in learning more about Customer Experience? To help you make the right decision for your career, we’ve released free classes on CX and other topics related to the New Economy

And there’s another novelty: Conquer can bring you many steps closer to this profession with Bootcamp in Customer Experience. In it, you will have an immersive, fast and gamified experience to learn how to create foolproof CX strategies and fly professionally. 

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