Let’s begin by defining customer experience for those of us in business for ourselves.
The Harvard Business Review (aka HBR) offers:
People have been grappling with a definition of customer experience for several years. Sometimes it’s defined as digital experiences and interactions, such as on a website or a smartphone. In other cases, customer experience is focused on retail or customer service, or the speed at which problems are solved in a call center.
To be really successful on a long-term basis, customer experience needs to be seen as all these things, and more. It is the sum-totality of how customers engage with your company and brand, not just in a snapshot in time, but throughout the entire arc of being a customer.
And then November 23 of 2010, the Forrestor blog offers:
We now define customer experience as:
“How customers perceive their interactions with your company.”
And then Beyond Philosophy offers:
A customer experience is an interaction between an organization and a customer as perceived through a customer’s conscious and subconscious mind. It is a blend of an organization’s rational performance, the senses stimulated and the emotions evoked and intuitively measured against customer expectations across all moments of contact.
- A customer experience is not just about a rational experience (e.g. how quickly a phone is answered, what hours you’re open, delivery time scales, etc.).
- More than 50 percent of a customer experience is subconscious, or how a customer feels.
- A customer experience is not just about the ‘what,’ but also about the ‘how.’
- A customer experience is about how a customer consciously and subconsciously sees his or her experience.
So here’s a simple definition of customer experience that is both straightforward and differentiated from other buzzwords. “Customer experience” is:
The totality of a customer’s individual interactions with a brand, over time.
My definition of Customer Experience
Your customer’s perception of their relationship with your business. This applies to every interaction over the lifetime of your relationship from start at 0:00 til the time the relationship ends.
This is why I recommend to clients they put their website to work by focusing it on delivering and measuring your customer’s experience with your business.
If you don’t have a website yet.
Or if you have a site but it does nothing for your business. Other than accrue costs coming out of your pocket.
You care about your customer
Focus on controlling her experience with your business using your business website.
Use your website as the foundation for your business to give her what she needs, when she needs it and nothing more.
Then listen to her twice as much as you speak to her over the lifetime of your business relationship. When she pays you attention, reward her with an experience focused on her delight.
That is a competitive advantage.
My past 7 years boiled down to 14 lessons
All fourteen audio episodes run less than seven minutes total and come with written transcripts.
These are fourteen lessons culled from my experiences (aka mistakes) over my past eight years growing my business online.
- Starting out with your business online, it’s natural to wonder where to focus your efforts. Should you focus on profit or educating your customer?
- Your surprisingly simple starting point for marketing your business online with content you create for your customer’s convenience.
- If you learn nothing else from me at all, please learn that waiting to start is a recipe for disaster. Thus my admonition that you START!!
- Also important to address from the outset is your intent. Declare your intent and then let your actions speak for themselves from there. We all value actions over words. Even writers.
- I would also recommend you take a look at this free PDF by Donald Miller titled, “How to tell a story.” It’s well worth the read.
And the re-read.
I also put together a little soliloquy on what comes with a story when I deliver one for a customer.
- I really love the visual in my minds-eye of guest posting on steroids. I learned this term from the esteemed Demian Farnsworth on an episode of The Lede.
The idea is to get your content to work harder for you. Without the roid rage.
- The wheel has been chugging along for centuries now.
- How do you organize your marketing? Around your customer.
It saves you time and resources by focusing on building her experience and then improving her experience over the lifetime of your relationship with her as your customer.
- The utter opposite of analysis paralysis. Action Surge, ASAP. Is my sincere prayer you’ll learn from my repeated mistake and act immediately then iteratively improve from there.
- I learned from WordPress developers that scotch is for shippers. So if you like scotch (I never had the taste for it), then you get scotch. For the rest of us, SHIP is all that matters not the liquor.
- The final in my five part guide to launching your customer experience.
- The next iteration of the “content marketer” will, in my mind, not be Entreproducer (Sorry Brian Clark) or Showrunner (Sorry Jerod Morris and Jonny Nastor) it will be Storyteller.
Because storyteller is channel agnostic AND telling stories to educate is ingrained in our DNA as humans.
- Fake it til ya got it. Find factors you can draw your initial confidence from for your business offering.
Your confidence inspires confidence in other people you come in contact with day to day. Your secret weapon is your belief in your ability to solve your customer’s problem.
- Foundational to any successful business person or the businesses we run.
Call me on my cell when you’re ready to talk
When you’re ready to talk, give me a call on my cell: (912) 381-6318. If I don’t answer, just do me a quick favor and leave your message including your name, contact number, reason for calling, and the best time for me to return your call. I’ll make your preferred time, work for my schedule.