Customer Experience

Created on 17 December, 2022 | CE | 117 views | 1 minutes read

Customer experience is a priority for digital brands. Over 74% of customer experience leaders are planning to expand their budget throughout 2022. Not only that, but customer experience is now one of the principle ways in which established brands compete. Despite this, a lot of marketers are still unsure about exactly what Customer Experience is and how to measure or improve it.

What is Online Customer Experience?

Your “customer experience” is the way a customer feels when they interact with your brand. It includes one-off interactions (like advertising) or more continuous relationships (like customer support). One of the most common mistakes businesses make is to ignore the frequent minor interactions (like annoying packaging) that have a big impact on the overall customer experience.

Online Customer Experience (Definition): Your online customer experience is the way users feel when they interact with a company or brand online. This includes each part of the company’s digital strategy, including any missing channels, platforms or a lack of accessible content. It also includes external content, such as review sites and social media forums.

The Customer Experience Pyramid (Maslow’s Hierarchy of Wants)

Recent research by the digital marketing consultants Gartner identified five separate categories of needs that help businesses to think about their online customer experience. Similar to Abraham Maslow’s Hierarchy of Needs, the pyramid starts with the most basic (yet essential) needs and moves up as each need is met.

Updated on 17 December, 2022