Customer Experience within the lean marketing policy has become growingly important, reflecting customers’ experience before, during and immediately after the purchase of a product or a service. Many companies focus their marketing efforts on the stage preceding
the sale by creating a “funnel” that will generate the leads (contacts) and that can later become buyers. Yet, as soon as clients go out the door or finish looking a tour website, they tend to forget about them. The marketing of the future goes beyond a simple product sale. It focuses on the improvement of customer’s experience from the moment of the first contact between a customer and a company through numerous touch points that could be: a business card, a banner, an e-mail, social networks, a website, etc. Thanks to the digital technology, the users “big data” can be aggregated providing the marketing department and management with useful information to identify the areas where the service or a product could be improved in real time, without customers noticing.
Today, thanks to the API Economy, a data eco-system is being developed that will influence the customer experience more and more, and consequently, the turnover of companies as well. For example, the data coming from the weather forecast can be cross-referenced in order to launch, if the weather forecast shows that the upcoming week is going to be rainy, e.g. garments collecting, washing, drying and ironing, including home delivery to customers who do not have time nor the possibility to quickly dry their clothes.
On the basis of several variables, that need then to be analyzed, and thanks to the cross referencing the data, it will be possible to develop new services and products that make the customers’ experience better. There already are tracking systems for linen and garments thanks to, for instance, the application of the RFID technology. The data could also be used to geo-locate them and improve the logistics this way. The most profit-bearing businesses have invested in this direction in order to conquer new business opportunities. Big market players, the GAFAM (Google, Apple, Facebook, Amazon, Microsoft) have built their fortune on an obsessive client culture mixed with both customer experience and customer service. Whether it is about retail, travel or public transport, it is enough to compare the new with the old, look at the simplicity of use of the Airbnb or Uber’s, the returning policy of Amazon or the assistance by Tesla. They all rely on the data of their customers in the improvement of every single thing, and the user’s experience will improve only through the tons of data analysis in real time.
The authors of a book entitled Ux Designer, define several different types of experiences that converge to become a strategy which, in case of a brand, moves the attention from the classic quality/price ratio towards an immersive and involving behavior, integrated with the brand. Customers expect experiences everywhere and at all times; the more memorable and relevant the experience, the higher number of customers will share it on social networks creating a successful virtuous circle.

The types of experiences that marketing needs to refer to in the strategic design of a product, service and a solution:
Brand Experience (BX): brand experience design.
Customer Experience (CX): strategic design of customer experience.
Digital Experience (DX): when the CX is essentially digital.
User Experience (UX): perceptive and functional user experience and user interface.
Experience (X): a sum up of emotions and reactions that a person feels before, during and after the experience of purchase in the relation with a brand, either analogical or digital.

Brand Experience (BX) omni-touchpoint brand experience
Customer Experience (CX) consumer experience
Digital Experience (DX) digital CX
User Experience (UX) people, activities, the context of use
Experience (X) expectation, perception, involvement

 

 

 

by
Alessandro Martemucci,
Marketing Consultant
Officinae Marketing Management

 

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OCTOBER 2020