{"id":94137,"date":"2021-01-12T07:10:00","date_gmt":"2021-01-12T15:10:00","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&#038;p=94137"},"modified":"2025-05-21T08:21:38","modified_gmt":"2025-05-21T15:21:38","slug":"what-is-cx-customer-experience","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/what-is-cx-customer-experience\/","title":{"rendered":"What is Customer Experience (CX)? (HINT: The Key to Your Next Record Sales Month)"},"content":{"rendered":"\n<p>Many ecommerce stores put me through the same bad experience when I land on their homepage:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Want our newsletter? (<em>Get spammed with your sales and marketing &#8217;email blasts&#8217; every week? No thanks.<\/em>)<\/li><li>How about these cookies \u2014 those okay? <em>(Sure?)<\/em><\/li><li>Can we track your location? <em>(Creepy! Why do you need that?)<\/em><\/li><li>How about browser notifications? (<em>Hard pass.)<\/em><\/li><li>What size can our chatbot help you find? (<em>Gah,<\/em> <em>I haven\u2019t even made it through your pop-ups yet!)<\/em><\/li><\/ul>\n\n\n\n<p>It\u2019s no wonder most visitors leave without making a purchase. Even if they make it past this barrage, landing pages often scream, \u201cLook at how great WE are!\u201d instead of, \u201cHow can we help YOU?\u201d<\/p>\n\n\n\n<p>The smartest ecommerce brands do something different.&nbsp;<\/p>\n\n\n\n<p>They don\u2019t prioritize cheap conversion tricks; they prioritize the <em>customer\u2019s experience <\/em>\u2014 and profit because of it.&nbsp;<\/p>\n\n\n\n<p>How?&nbsp;<\/p>\n\n\n\n<p>For starters, enjoyable experiences are a phenomenal way to acquire and retain customers:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>PwC surveyed 15,000 consumers and found 65% of them said they were more strongly influenced by a positive experience than a great ad campaign.&nbsp;<\/li><li>A separate study conducted by Oracle discovered 89% of consumers switched to a competing product or service because of a poor experience with their current provider.<\/li><\/ul>\n\n\n\n<p>(Also, turns out <a href=\"http:\/\/www.oracle.com\/us\/products\/applications\/cust-exp-impact-report-epss-1560493.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">86% of consumers will pay more<\/a> for a better customer experience.)<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"585\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-24-1024x585.png\" alt=\"what is customer experience graphic - showing that customers will pay more for a better experience\" class=\"wp-image-94138\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-24-1024x585.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-24-300x171.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-24-768x439.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-24-610x348.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-24.png 1254w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>And then there\u2019s the impact great customer experience has on repeat purchases and lifetime value:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>A report by Dimension Data found 92% of companies improving their customer experience saw an increase in customer loyalty<\/li><li>84% of those companies also saw an <a href=\"https:\/\/hello.global.ntt\/en-us\/insights#formContainer\" target=\"_blank\" rel=\"noreferrer noopener\">uplift in revenue<\/a><\/li><li>79% improved cost savings as well&nbsp;<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"473\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-25-1024x473.png\" alt=\"what is customer experience graphic benchmark report results \" class=\"wp-image-94139\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-25-1024x473.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-25-300x139.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-25-768x355.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-25-610x282.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-25.png 1253w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>As Katelyn Bourgoin, CEO of Customer Camp put it&#8230;<\/p>\n\n\n\n<center><blockquote class=\"twitter-tweet\"><p lang=\"en\" dir=\"ltr\">If you wanna 2X your MRR, DOUBLE the time you invest in learning about your customer. Customer experience (CX) is the best growth hack.<\/p>\u2014 Katelyn Bourgoin \u26a1\ufe0f (@KateBour) <a href=\"https:\/\/twitter.com\/KateBour\/status\/920113151651319808?ref_src=twsrc%5Etfw\">October 17, 2017<\/a><\/blockquote> <script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/center>\n\n\n\n<p><\/p>\n\n\n\n<p>So, what exactly is CX and how do you start reaping its benefits?&nbsp;<\/p>\n\n\n\n<p>This guide breaks it all down. From what goes into CX, to how to audit your current customer experience\/customer journey, to how to make it a cornerstone of your brand.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-here-s-what-is-in-this-guide\">Here\u2019s what is in this guide:&nbsp;&nbsp;<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"#what-is-cx\">What is customer experience?<\/a><\/li><li><a href=\"#good-vs-bad-cx\">What\u2019s the difference between good, bad, and best-in-class CX?<\/a><\/li><li><a href=\"#audit-customer-experience\">How do you audit the CX you\u2019re providing?<\/a>\u00a0<\/li><li><a href=\"#create-action-plan\">How do you improve your CX from there?\u00a0<\/a><\/li><\/ul>\n\n\n\n<p><strong>Note: <\/strong><em>In this guide, we\u2019ll walk through a few examples of good and bad customer experiences. When we do this, it\u2019s not to criticize unsuspecting ecommerce websites; it\u2019s to provide constructive commentary. We respect any ecommerce brand who\u2019s out there doing all the hard work running a business requires!<\/em>&nbsp;<\/p>\n\n\n\n\n\n<div class=\"wp-block-ps2id-block-target\" id=\"what-is-cx\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-customer-experience-cx-and-what-goes-into-it\">What is customer experience (CX) and what goes into it?<\/h2>\n\n\n\n<p>Let\u2019s start at the top: what is this powerful revenue booster we\u2019re calling \u201ccustomer experience\u201d?<\/p>\n\n\n\n<p>When most brands think of CX, they think of customer support and product packaging. While those play a big role in how the customer experiences a brand, CX is much bigger than that.&nbsp;<\/p>\n\n\n\n<p>Imagine a phenomenal shopping experience:<\/p>\n\n\n\n<p>You pull up to a store and the facade looks clean and professional. Then you walk in and an associate pleasantly greets you. They offer to help in a non-sleazy way, the products are all clearly organized and labeled so you can easily find what you&#8217;re looking for, there\u2019s no line at the checkout. On the way out, someone holds the door for you and says &#8220;Have a great day!&#8221; And you&#8217;re back in your car and off to the next task before you know it.&nbsp;<\/p>\n\n\n\n<p>All of these touchpoints make up the customer experience in retail, and they all translate to ecommerce in one way or another. The &#8220;facade&#8221; is your homepage. The organized and labeled sections of the store is your navigation. The friendly sales associate is your website copy, product pages, help docs, and live chat. And so on.<\/p>\n\n\n\n<p>Which means, customer experiences isn\u2019t any one moment, channel, or team within a brand (though some progressive and well-funded companies do have a dedicated CX team). CX is the overall quality of interaction your customers have with your company. This includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>How easily the customer can accomplish their goals&nbsp;<\/li><li>Whether your brand adds delight or friction to their journey toward that goal<\/li><li>Every single brand impression along the way \u2014 word-of-mouth referrals, ads, chat, landing pages, your loyalty program, and more&nbsp;&nbsp;<\/li><\/ul>\n\n\n\n<p>It\u2019s the sum of every interaction between a customer and your brand, from the first time they hear about you to the most recent touchpoint they\u2019ve experienced.&nbsp;<\/p>\n\n\n\n<p>We\u2019ll look more closely at what pieces contribute to this sum below. But before we do that, let\u2019s clear up a few misconceptions around what CX <em>isn\u2019t<\/em>. &nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-customer-experience-cx-vs-user-experience-ux\"><strong>Customer experience (CX) vs. user experience (UX)&nbsp;<\/strong><\/h3>\n\n\n\n<p>Some folks use customer experience (CX) and user experience (UX) interchangeably. They\u2019re related but different:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>CX is concerned with <strong>across all channels and platforms<\/strong><\/li><li>UX is specifically concerned with the <strong>usability of your website, application, or product<\/strong><\/li><\/ul>\n\n\n\n<p>If I\u2019m trying to track down a merino sweater, and I can\u2019t for-the-life-of-me find a relevant product category or filter in your navigation, that\u2019s a UX problem. This may only slightly annoy me, or it may push me to head to another site. Either way, it contributes to a poor customer experience.&nbsp;<\/p>\n\n\n\n<p>A good way to think about this is UX is <em>an important part of CX<\/em>, but it\u2019s only a piece of the bigger picture.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"638\" height=\"342\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-26.png\" alt=\"what is customer experience graphic showing the difference between cx and ux\" class=\"wp-image-94140\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-26.png 638w, https:\/\/thegood.com\/wp-content\/uploads\/image-26-300x161.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-26-610x327.png 610w\" sizes=\"(max-width: 638px) 100vw, 638px\" \/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-customer-experience-vs-customer-service\"><strong>Customer experience vs. customer service&nbsp;<\/strong><\/h3>\n\n\n\n<p>Likewise, customer service is <em>a part of CX<\/em> but not the whole:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Customer service is a <strong>specific team that\u2019s often on the frontlines<\/strong> of the customer relationship.&nbsp;&nbsp;<\/li><li>Customer experience (in a healthy and profitable company) <strong>is something <\/strong><strong><em>every team<\/em><\/strong><strong> focuses on <\/strong>\u2014 from the founder to the CTO to the newly-hired cashier \u2014 not just the customer service team.&nbsp;<\/li><\/ul>\n\n\n\n<p>We\u2019ll mention UX and customer service in this guide because those <em>are<\/em> important parts of CX. But when we use the term, \u201ccustomer experience,\u201d keep in mind we\u2019re talking about the end-to-end experience involving every aspect, team, touchpoint, and channel of the brand.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-are-the-components-of-cx\">What are the components of CX?<\/h3>\n\n\n\n<p>What determines whether the quality of an experience is referral-worthy&#8230;or cringe-worthy?<\/p>\n\n\n\n<p>To answer that question, we need to look more closely at what goes into CX \u2014 its components.&nbsp;&nbsp;<\/p>\n\n\n\n<p>To get a good picture of these, imagine the first encounter between two characters who will fall in love in a movie. This is called a \u201cmeet-cute.\u201d For example, when Jack talks Rose off the edge of the ship in <em>Titanic<\/em>.<\/p>\n\n\n\n<p>The <em>experience<\/em> of that initial interaction is determined by:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><em>who<\/em> those people are<\/li><li><em>why<\/em> they bump into each other&nbsp;<\/li><li><em>what<\/em> the interaction looks like<\/li><li>and <em>how <\/em>they both interpret it&nbsp;<\/li><\/ul>\n\n\n\n<p>Likewise, for an ecommerce brand, customer experience is influenced by all these same factors \u2014 who, why, what, and how customers brush shoulders with your brand \u2014 with one important difference.&nbsp;<\/p>\n\n\n\n<p>CX isn\u2019t just the <em>first time<\/em> a customer meets or runs into you, it\u2019s <em>every time<\/em> they interact with you.&nbsp;<\/p>\n\n\n\n<p>Let\u2019s look closer at those who, why, what, and how components from an ecommerce perspective.<\/p>\n\n\n\n<p><strong>The WHO<\/strong><\/p>\n\n\n\n<p>The two main characters here are the customer and your brand. Most brands know themselves (at least fairly well); where they fall short is knowing <em>the customer<\/em>. This includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Gathering basic demographics (domestic or <a href=\"https:\/\/thegood.com\/insights\/create-ideal-international-ecommerce-customer-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\">international<\/a>?) and persona information<\/li><li>Narrowing down who you serve&#8230;and who you <em>don\u2019t<\/em> serve<\/li><li>Identifying the<a href=\"https:\/\/thegood.com\/insights\/types-of-customers\/\" target=\"_blank\" rel=\"noreferrer noopener\"> types of customers<\/a> coming to your site<\/li><li>Building on demographics: what customers look like, how they act, <a href=\"https:\/\/thegood.com\/insights\/voice-of-customer\/\" target=\"_blank\" rel=\"noreferrer noopener\">how they speak<\/a><\/li><\/ul>\n\n\n\n<p>Take shaving and body care brand, Billie. ProfitWell reported how, from the start, Billie has focused on <a href=\"https:\/\/www.profitwell.com\/recur\/all\/boxedout-billie\" target=\"_blank\" rel=\"noreferrer noopener\">who they\u2019re serving<\/a>. This included honing in on women, and knowing they\u2019re fed up with paying 10-15% more for razors while having 10x the surface area of men to shave.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"602\" height=\"129\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-27.png\" alt=\"Billie razors screenshot of the search results\" class=\"wp-image-94141\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-27.png 602w, https:\/\/thegood.com\/wp-content\/uploads\/image-27-300x64.png 300w\" sizes=\"(max-width: 602px) 100vw, 602px\" \/><\/figure><\/div>\n\n\n\n<p>This focus paid off. ProfitWell notes, \u201cWomen love them, so much so that Billie blew through their first year&#8217;s sales goal in just four months&#8230;All because they focused on the customer and in return\u2014customers threw them thousands and thousands of glowing reviews.\u201d<\/p>\n\n\n\n<p><strong>Where most brands get WHO wrong: <\/strong>Not understanding their customer well enough. Oftentimes, this is because the brand is collecting a detailed picture of their customer\u2019s needs, pains, and desires. According to an In Moment survey, only <a href=\"http:\/\/info.inmoment.com\/rs\/463-JAW-587\/images\/2019_CX_Trends_Report_US.pdf?mkt_tok=eyJpIjoiWkdOa1lURXdaRFEyWmpGaCIsInQiOiJZZFNsTHkwdktRcmJueXBYM3lqSWpuckcyN1Q0empKKzhcL3RyVE15Y1Y0NUxha0Y4UkU4NDkwNE9tRE9EUWdtQkVrdzVlYm1uTlZWWFZmYm1EYWhZQXhsb3VQTDdYbHl1akpXR0thbVROWjJZcDRKYitURlpDSGluSDVadzRkNUYifQ%3D%3D\" target=\"_blank\" rel=\"noreferrer noopener\">26% of brands are having direct conversations<\/a> with customers about their experiences! It\u2019s difficult to know your customer if you aren\u2019t conversing with them or actively gathering feedback from them.&nbsp;<\/p>\n\n\n\n<p><strong>The WHY<\/strong><\/p>\n\n\n\n<p>Most of your website visitors come to you with a specific goal in mind. This is usually one of two things:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Solving a problem they have&nbsp;<\/li><li>Improving their life in some way&nbsp;<\/li><\/ol>\n\n\n\n<p>For example, I don\u2019t shop for clothes to expand my wardrobe. If I\u2019m looking for clothing, I\u2019m trying to find something that will do one of the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Make me feel confident (that sure looked good on <em>them<\/em>)<\/li><li>Protect me against inclement weather (I\u2019m tired of getting soaked)<\/li><li>Improve my performance (on those root-filled trail runs)<\/li><li>Or prepare me for a specific situation (overnight camping trip, or a wedding)<\/li><\/ul>\n\n\n\n<p>The majority of your customers already know what they are looking for and why they need it when they land on your site. Your primary objective is to help them learn about their options and facilitate a smooth transaction when they are ready to buy.<\/p>\n\n\n\n<p><strong>Where most brands get WHY wrong: <\/strong>Neglecting the customer journey <em>for <\/em><a href=\"https:\/\/thegood.com\/insights\/types-of-customers\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>each type of customer<\/em><\/a>. Many brands design their experience cold traffic. They fail to understand the nuance of context \u2014 men shop differently than women, self-purchasers shop differently than gift givers, cold traffic shops differently than referrals.<\/p>\n\n\n\n<p>You need to understand <em>why<\/em> each type of customer is there and what desires, struggles, and motivations they have as they work toward their goals. This is what helps you determine what content to display where, how to structure your site and make numerous other decisions.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Stuart Balcombe, the founder of <a href=\"https:\/\/www.discoverysprints.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Discovery Sprints<\/a> and host of <a href=\"https:\/\/www.notnps.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">DTC Voice of Customer podcast<\/a>, told me this is where most brands go wrong with CX overall. <\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-style-large is-layout-flow wp-block-quote-is-layout-flow\"><p>&#8220;Typically, brands start with themselves, with their product, with their business goals, and then they align everything around that. What the customer actually cares about is &#8216;How does this product help me make progress?&#8217; and &#8216;Why do I need this product today, not six months ago and not six months from now?&#8221;<\/p><cite>\u2013 Stuart Balcombe, Founder of Discovery Sprints<\/cite><\/blockquote>\n\n\n\n<p>Brands who understand how their product fits into the customer\u2019s life as a whole \u2014 instead of trying to squeeze the customer into their brand or founder goals \u2014 are the ones who get ahead.&nbsp;<\/p>\n\n\n\n<p><strong>The WHAT<\/strong><\/p>\n\n\n\n<p>The <em>what<\/em> piece is every interaction a customer (<em>who<\/em>) has with your brand during their journey (<em>why<\/em>). This includes every touchpoint on every channel:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Pre-purchase:<\/strong> Word of mouth referrals, advertisements, social media, promos&nbsp;<\/li><li><strong>Purchase:<\/strong> pricing, shipping, product pages, upsells, credit card processing, testimonials&nbsp;<\/li><li><strong>Post-purchase: <\/strong>packaging, delivery, returns, customer service, marketing communications, forums, loyalty program, cancellations<\/li><\/ul>\n\n\n\n<p><strong>Where most brands get WHAT wrong: <\/strong>Most brands focus an enormous amount of time and attention on everything leading up to the point of sale&#8230;and then they think their job is done. But dialing in other areas, like the post-purchase experience, can significantly accelerate their revenue growth.<\/p>\n\n\n\n<p><strong>The HOW<\/strong><\/p>\n\n\n\n<p>The final <em>how <\/em>piece is the way every one of the above interactions plays out. Do customers rage shut their computer because the page won\u2019t load? Do they seamlessly find the perfect combination of items? How do they <em>feel<\/em> when they\u2019re interacting with you?&nbsp;<\/p>\n\n\n\n<p>Crafting a great <em>how<\/em> includes:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>On-site optimization <\/strong>informed by the <em>who<\/em> and <em>why <\/em>pieces above; once you\u2019re clear on what paths customers are trying to take, you can help visitors move along those paths by presenting different offers based on past (or present) actions<\/li><li><strong>Welcoming, familiar<\/strong> <strong>language <\/strong>that speaks the customer\u2019s vocabulary, not corporate jargon or confusing brand terms&nbsp;<\/li><li><strong>A balanced design<\/strong> that is attractive and engaging but doesn\u2019t compromise trust, usability, or functionality.<\/li><li><strong>Technical considerations<\/strong> like image quality and page load speed&nbsp;<\/li><\/ul>\n\n\n\n<div class=\"wp-block-stackable-columns stk-block-columns stk-block stk-c842da9 reusable-block-2-column good-question-block\" data-block-id=\"c842da9\"><style>.stk-c842da9{max-width:1500px !important;margin-top:30px !important;margin-bottom:30px !important}.stk-c842da9-column{max-width:941px !important}@media screen and (max-width:767px){.stk-c842da9{--stk-col-order-1:2 !important;--stk-col-order-2:1 !important}}<\/style><div class=\"stk-row stk-inner-blocks stk-block-content stk-content-align stk-c842da9-column\">\n<div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-8993c44 horizontal-form-container\" data-v=\"4\" data-block-id=\"8993c44\"><style>.stk-8993c44-container{margin-top:0px !important;margin-right:0px !important;margin-bottom:0px !important;margin-left:0px !important;background-color:#c3ddf0 !important;border-top-left-radius:12px !important;border-top-right-radius:12px !important;border-bottom-right-radius:12px !important;border-bottom-left-radius:12px !important;overflow:hidden !important;max-width:701px !important;padding-top:40px !important;padding-right:35px !important;padding-bottom:40px !important;padding-left:35px !important}.stk-8993c44{margin-top:0px !important}.stk-8993c44-container:before{background-color:#c3ddf0 !important}@media screen and (max-width:1023px){.stk-8993c44-container{padding-bottom:60px !important}}@media screen and (max-width:767px){.stk-8993c44-container{padding-bottom:60px !important}}<\/style><style class=\"stk-custom-css\">.stk-8993c44 figure{margin:0 !important}<\/style><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-8993c44-container stk-hover-parent\"><div class=\"stk-block-content stk-inner-blocks stk-8993c44-inner-blocks\">\n<div class=\"wp-block-stackable-heading stk-block-heading stk-block-heading--v2 stk-block stk-791f1b3\" id=\"span-style-color-0277-c-0-class-stk-highlight-enjoying-this-article-span\" data-block-id=\"791f1b3\"><style>.stk-791f1b3{margin-bottom:12px !important}.stk-791f1b3 .stk-block-heading__text{font-size:36px !important;color:#ffffff !important}@media screen and (max-width:1023px){.stk-791f1b3 .stk-block-heading__text{font-size:36px !important}}@media screen and (max-width:767px){.stk-791f1b3 .stk-block-heading__text{font-size:24px !important}}<\/style><h3 class=\"stk-block-heading__text has-text-color has-text-align-center\"><span style=\"color: #0277c0;\" class=\"stk-highlight\">Enjoying this article?<\/span><\/h3><\/div>\n\n\n\n<div class=\"wp-block-stackable-text stk-block-text stk-block stk-30f99ae\" data-block-id=\"30f99ae\"><style>.stk-30f99ae{margin-bottom:20px !important}.stk-30f99ae .stk-block-text__text{color:#ffffff !important}<\/style><p class=\"stk-block-text__text has-text-color has-text-align-center\"><span style=\"color: #000000;\" class=\"stk-highlight\">Subscribe to our newsletter, Good Question, to get insights like this sent straight to your inbox every week.<\/span><\/p><\/div>\n\n\n\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 5834619,\n\t\t\t\t\t\t\t\t\tformId: \"64ede74e-e88f-44c7-996f-78859799755a\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1768300997000-3971981005\",\n\t\t\t\t\t\t\t\t\tregion: \"na2\",\n\t\t\t\t\t\t\t\t\tcssRequired: \".submitted-message { overflow: auto; } .hs-form-88422a7d-0355-4f27-b674-4b9fcc71560c, .hs-form-ac90f61a-a614-4bcd-b57a-18cd0e91ceff { color: #fff }\",\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1768300997000-3971981005\"><\/div>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<p><strong>Where most brands get HOW wrong: <\/strong>From 11+ years of reviewing ecommerce sites, one of the most common <em>how<\/em> mistakes we see is making experiences <em>brand-centric<\/em> instead of <em>customer-centric<\/em>.&nbsp;<\/p>\n\n\n\n<p>This often looks like a navigation that\u2019s all about the brand (\u201cAbout Us\u201d, \u201cPress\u201d) as opposed to one that helps the customer research and purchase. Or site language that hones in on product features&#8230;with no indication <em>how<\/em> those features add value to the customer.&nbsp;<\/p>\n\n\n\n<p>For contrast, check out how Bare Performance Nutrition crafts their navigation around helping customers quickly find the right type of vitamin. It\u2019s entirely oriented around the visitor\u2019s fitness goals!&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"440\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-28-1024x440.png\" alt=\"bare performance nutrition navigation what is customer experience screenshot \" class=\"wp-image-94142\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-28-1024x440.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-28-300x129.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-28-768x330.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-28-1536x660.png 1536w, https:\/\/thegood.com\/wp-content\/uploads\/image-28-610x262.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-28.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>You get the idea: CX is multi-faceted and brands who want to do it well need to monitor a wide range of factors across every channel they maintain.&nbsp;<\/p>\n\n\n\n<p>So, what does this look like in the wild?&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-ps2id-block-target\" id=\"good-vs-bad-cx\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-does-bad-vs-good-cx-look-like\">What does bad vs. good CX look like?<\/h2>\n\n\n\n<p>While it\u2019s human nature to want to sort overall experiences into goldilocks-style buckets \u2014 too hot, too cold, just right \u2014 the truth is most brands offer a mixed bag of experiences. Some parts of their CX are good, while other parts of the experience are bad.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s how to figure out which one you\u2019re looking at.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-is-the-difference-between-a-bad-and-good-experience\">What is the difference between a bad and good experience?&nbsp;<\/h3>\n\n\n\n<p><strong>Bad experiences introduce unhealthy friction<\/strong><\/p>\n\n\n\n<p>A bad experience is when a customer has a poor taste in their mouth (literally or figuratively) after interacting with your brand. This can include:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Mismatched expectations&nbsp;<\/li><li>Long wait times (e.g. \u201cPlease hold. You are number 87 in line.\u201d) or long load times<\/li><li>Buggy interfaces (\u201cWhy doesn\u2019t this button work?\u201d)<\/li><li>Difficulty finding or exploring products&nbsp;<\/li><li>Confusion or uncertainty (\u201cDid my order go through okay?\u201d)<\/li><li>Poor product quality&nbsp;<\/li><\/ul>\n\n\n\n<p>Keep in mind, a poor experience isn\u2019t always a major snafu that leaves a customer fuming. It\u2019s anything that introduces unhealthy friction in the customer journey, big or small.&nbsp;<\/p>\n\n\n\n<p>For example, yoga brand Gaiam allows you to filter by printed mats (a good first step)&#8230;but leaves you hanging with few ways to filter the remaining 50+ products. Keep in mind, an ecommerce site has two primary jobs:&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>Help visitors learn about the options<\/strong> available to solve their problem or add value to their life&nbsp;<\/li><li><strong>Facilitate a smooth, painless transaction<\/strong> to help them purchase the product that\u2019s right for them<\/li><\/ol>\n\n\n\n<p>Poor filtering adds friction to both jobs, so this counts as a frustrating experience.&nbsp;&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"1015\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-31-1024x1015.png\" alt=\"Gaiam yoga does not offer a good cx for filtering \" class=\"wp-image-94145\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-31-1024x1015.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-31-300x297.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-31-150x150.png 150w, https:\/\/thegood.com\/wp-content\/uploads\/image-31-768x762.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-31-610x605.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-31-24x24.png 24w, https:\/\/thegood.com\/wp-content\/uploads\/image-31-48x48.png 48w, https:\/\/thegood.com\/wp-content\/uploads\/image-31-96x96.png 96w, https:\/\/thegood.com\/wp-content\/uploads\/image-31.png 1536w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>Good experiences serve the customer<\/strong><\/p>\n\n\n\n<p>A good experience, on the other hand, is when a customer feels positive about interacting with a brand.&nbsp;<\/p>\n\n\n\n<p>This includes both big and small moments as well:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>A frustration turned into a resolution&nbsp;<\/li><li>The right content at the right time<\/li><li>A website that feels \u201ceasy\u201d or \u201cnatural\u201d to move around&nbsp;<\/li><li>Support when and how you need it<\/li><li>Content, pricing, and terms that match their expectations<\/li><\/ul>\n\n\n\n<p>For example, swimwear shopping is a frustrating experience for most women (including every one I know). Meaning, Andie Swimwear has an uphill battle from the start. Yet they tackle this frustration head-on with their Perfect Fit quiz. It\u2019s based on data from thousands of women and the repeat questions Andie\u2019s support team received.&nbsp;<\/p>\n\n\n\n<p>From start to finish, the quiz is a great experience. But my favorite piece is the end. When you complete the quiz, you receive a personalized recommendation<em> Andie automatically places in your cart \u2014 in the correct size<\/em>.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"775\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-32-1024x775.png\" alt=\"Andie swimwear great customer experience from their quiz result pictured here\" class=\"wp-image-94146\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-32-1024x775.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-32-300x227.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-32-768x581.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-32-610x462.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-32.png 1081w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>And I didn\u2019t even have to give up my email for that! Talk about making swimsuit shopping easy and less frustrating.&nbsp;<\/p>\n\n\n\n<p><em>Note: <\/em>Want to do something similar? We talked with Ben Parr, founder of Octane AI, about personalization and crafting shoppable quizzes just like this one:<\/p>\n\n\n\n<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless=\"\" src=\"https:\/\/share.transistor.fm\/e\/ae51443a\"><\/iframe>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-when-good-isn-t-good-enough-reaching-best-in-class-cx\">When good isn\u2019t good enough: reaching best-in-class CX<\/h3>\n\n\n\n<p>Of course, sometimes good isn\u2019t good enough \u2013 especially in a crowded marketplace.&nbsp;&nbsp;<\/p>\n\n\n\n<p>XM examined feedback from <a href=\"https:\/\/www.xminstitute.com\/research\/2020-roi-cx\" target=\"_blank\" rel=\"noreferrer noopener\">10,000 US consumers<\/a> and found customers who have an \u201cokay\u201d experience are 72% likely to buy again vs. customers who have a \u201cgood\u201d experience, which are 84% likely to purchase again. That\u2019s a 12% jump between \u201cokay\u201d and \u201cgood.\u201d<\/p>\n\n\n\n<p>And if you bump up a \u201cgood\u201d experience to a \u201cvery good\u201d experience?<\/p>\n\n\n\n<p>The percentage jumps another 10%, to <a href=\"https:\/\/www.marketingcharts.com\/customer-centric\/customer-experience-114850\" target=\"_blank\" rel=\"noreferrer noopener\">94% likely to purchase more<\/a>!&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"604\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-33-1024x604.png\" alt=\"what is customer experience chart - showing the impact of cx on loyalty \" class=\"wp-image-94147\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-33-1024x604.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-33-300x177.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-33-768x453.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-33-610x360.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-33.png 1102w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>XM reported similar jumps in the customer\u2019s likelihood to refer, forgive a poor experience, and trust the brand. There\u2019s a lot to gain from going from an \u201cokay\u201d or \u201cgood\u201d experience to best-in-class.&nbsp;<\/p>\n\n\n\n<p>So, what does best-in-class look like?&nbsp;<\/p>\n\n\n\n<p>In general, best-in-class brands seek out insights directly from their customers and use those learnings to inform design decisions related to page structure, headlines, product descriptions, and other site elements. And they separate themselves from the pack because of it.<\/p>\n\n\n\n<p>Kristen LaFrance, Head of Resilient Retail at Shopify, recently broke down an example of an <a href=\"https:\/\/twitter.com\/kdlafrance\/status\/1334510386930987014\" target=\"_blank\" rel=\"noreferrer noopener\">exceptional customer experience on Twitter<\/a>. <\/p>\n\n\n\n<center><blockquote class=\"twitter-tweet\"><p lang=\"en\" dir=\"ltr\">So <a href=\"https:\/\/twitter.com\/meetblume?ref_src=twsrc%5Etfw\">@meetblume<\/a> just blew the roof off of upsell quality \ud83d\udc47<br><br>Went to buy Meltdown for my bff. Instead found the perfect gift bundle \ud83c\udf81<br><br>\ud83d\udd3c $30<br><br>Add to cart. Upsells for gift wrapping + personalized sticker (why not?!)<br><br>\ud83d\udd3c $5<br><br>Order value now $63 vs $28. One click checkout.<br><br>Boom \ud83e\udd2f <a href=\"https:\/\/t.co\/5KywrOQ4Zt\">pic.twitter.com\/5KywrOQ4Zt<\/a><\/p>\u2014 Kristen LaFrance (@kdlafrance) <a href=\"https:\/\/twitter.com\/kdlafrance\/status\/1334510386930987014?ref_src=twsrc%5Etfw\">December 3, 2020<\/a><\/blockquote> <script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/center>\n\n\n\n<p>Kristen started her journey by heading to the Blume site to buy a specific skincare product (Meltdown, a $28 standalone product) for her friend.&nbsp;<\/p>\n\n\n\n<p>On her way there, she found the perfect skincare gift bundle for $58, which she added to her cart instead.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"532\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-34-1024x532.png\" alt=\"Blume website what is customer experience screenshot\" class=\"wp-image-94148\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-34-1024x532.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-34-300x156.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-34-768x399.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-34-1536x799.png 1536w, https:\/\/thegood.com\/wp-content\/uploads\/image-34-610x317.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-34.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>Then Blume pitched gift-wrapping and a personalized sticker for $4 and $1. Since this was a gift, she added that as well.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"552\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-35-1024x552.png\" alt=\"suggested items help improve what is customer experience \" class=\"wp-image-94150\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-35-1024x552.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-35-300x162.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-35-768x414.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-35-1536x828.png 1536w, https:\/\/thegood.com\/wp-content\/uploads\/image-35-610x329.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-35.png 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>By the time she checked out, Kristen had spent $30 more than planned, loved doing so, and was just as excited as her friend for the package to arrive. As she pointed out, \u201cThat\u2019s two excited customers for the (elevated) price of one. Wowza!\u201d&nbsp;<\/p>\n\n\n\n<p>A bonus for Blume? This rave review was posted to Kristen\u2019s 8,000+ followers!&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-are-poor-experiences-really-costing-brands-money\">Are poor experiences really costing brands money?<\/h3>\n\n\n\n<p>\u201cWhew,\u201d some of you might be thinking, \u201cbest-in-class sounds great but sure looks like a lot of work \u2014 is it really worth it?\u201d&nbsp;<\/p>\n\n\n\n<p>The short answer is: yes.&nbsp;<\/p>\n\n\n\n<p>As we mentioned up top, great experience leads to better acquisition, increased revenue, and more loyal customers. Poor experiences do just the opposite\u2013they hinder acquisition, drain margin, and inspire churn.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Meaning, if you\u2019re not addressing poor experiences, you\u2019re likely seeing:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Underperforming acquisition.<\/strong> Compared to five years ago, ProfitWell found the costs of acquiring new customers is <a href=\"https:\/\/www.profitwell.com\/recur\/all\/how-is-cac-changing-over-time\" target=\"_blank\" rel=\"noreferrer noopener\">60% higher<\/a>. Consumers have a larger pool of choices at a wider range of price points than ever before. With trends like this, you can\u2019t afford to chase away first-time customers (and leak revenue) with poor first experiences.&nbsp;<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"780\" height=\"433\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-36.png\" alt=\"chart showing customer acquisition cost increase\" class=\"wp-image-94151\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-36.png 780w, https:\/\/thegood.com\/wp-content\/uploads\/image-36-300x167.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-36-768x426.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-36-610x339.png 610w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/figure><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/thegood.com\/insights\/product-reviews-improve-conversion-rates\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Poor reviews<\/strong><\/a>. According to Spiegel Research Center, nearly <a href=\"https:\/\/spiegel.medill.northwestern.edu\/online-reviews\/\" target=\"_blank\" rel=\"noreferrer noopener\">95% of consumers<\/a> read reviews before they make a purchase. And in today\u2019s world, when someone has a bad experience with a product or service, they can let their whole world know. Worse, one study found that a consumer is <a href=\"https:\/\/www.reviewtrackers.com\/reports\/online-reviews-survey\/#:~:text=Take%20note%2C%20marketers%20and%20customer,consumers%20to%20avoid%20a%20business.&amp;text=A%20consumer%20is%2021%20percent,experience%20than%20a%20positive%20one.\" target=\"_blank\" rel=\"noreferrer noopener\">21% more likely to leave a review after a bad experience<\/a> than a good one.&nbsp;<\/li><li><strong>High churn. <\/strong>Even if you have a herd of loyal fans, poor experiences work against you. According to PwC, one in three consumers will <em>walk away from a brand they love<\/em> <a href=\"https:\/\/www.pwc.com\/us\/en\/advisory-services\/publications\/consumer-intelligence-series\/pwc-consumer-intelligence-series-customer-experience.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">after <em>just one<\/em> bad experience<\/a>. In the U.S. 59% of consumers will walk away after several bad experiences. Meaning poor experiences don\u2019t just cost you new customers \u2014 they cost you existing ones as well.&nbsp;<\/li><li><strong>Few referrals<\/strong>. Word of mouth is powerful, and if your CX isn\u2019t dialed in, your customers might find your brand just \u201cokay enough\u201d instead of \u201cbrag worthy.\u201d Meaning fewer word of mouth referrals from customers.&nbsp;<\/li><\/ul>\n\n\n\n<p>Lastly, there\u2019s the opportunity cost. This is difficult to quantify, but it\u2019s everything you\u2019ve lost by not reaping the benefits of a great experience. Let&#8217;s say you attract 100 customers per month. If you have a poor customer experience, research shows that 20 of them will still buy from you again. But, if you have a very good customer experience, 75 of them will buy from you again. What could those 50+ additional purchases you earn <em>every month<\/em> mean for your business?<\/p>\n\n\n\n<p>So, you have a lot to lose from poor experiences and a lot to gain from good ones. How do you audit your brand to find out where you can make improvements?&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-ps2id-block-target\" id=\"audit-customer-experience\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-audit-your-current-customer-experience\">How to Audit Your Current Customer Experience<\/h2>\n\n\n\n<p>As we mentioned earlier, most brands provide a mixed bag of experiences; a few touchpoints are great, many are okay, and some are bad. This can make auditing your current experience a bit tricky \u2014 it\u2019s&nbsp; more involved than saying either \u201cwow, we\u2019re doing great!\u201d or \u201cugh, we\u2019re really falling short.\u201d And, there\u2019s always room to improve; you\u2019re never fully finished or optimized.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Tricky, but by no means impossible. To make auditing your brand\u2019s customer experience manageable (the first time and every time after that), you\u2019ll want to do two key things:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Map out the current, holistic experience using a customer journey map<\/li><li>Keep a sharp eye out for common, easy-to-miss hot spots&nbsp;<\/li><li>Get third-party help seeing what you\u2019ll otherwise miss&nbsp;<\/li><\/ol>\n\n\n\n<p>Let\u2019s look at each one.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-map-out-your-current-customer-journey\">1. Map out your current customer journey&nbsp;<\/h3>\n\n\n\n<p>Remember, CX includes <strong>every<\/strong> interaction your customer has across every touchpoint and channel.&nbsp;<\/p>\n\n\n\n<p>To build a clear picture of the <em>overall experience<\/em>, you\u2019ll want to start by mapping the customer journey.&nbsp;<\/p>\n\n\n\n<p>From an ecommerce perspective, the \u201ccustomer journey\u201d maps how <a href=\"https:\/\/thegood.com\/insights\/customer-journey-mapping-vs-cro-audits\/\" target=\"_blank\" rel=\"noreferrer noopener\">customers interact with your brand<\/a> \u2014 <em>from the customer\u2019s perspective.<\/em> (Compared to sales and marketing funnels, which are usually from the <em>brand\u2019s<\/em> perspective.)&nbsp;<\/p>\n\n\n\n<p>It integrates data from all your tools and research into a unified view. Broadly speaking, it gives you the ability to \u201cwalk in your customer\u2019s shoes\u201d and <a href=\"https:\/\/thegood.com\/insights\/customer-centric-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\">identify glaring pain points<\/a> you may have missed otherwise. (Reminder: interview your customers! If you talk with 10-20 customers about how they found you and what purchasing from you was like, you\u2019ll be able to map out several journeys.)<\/p>\n\n\n\n<p>Here\u2019s an example of what a journey map can look like, but keep it mind yours doesn\u2019t have to be this polished:&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"818\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-37-1024x818.png\" alt=\"what is customer experience journey map\" class=\"wp-image-94152\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-37-1024x818.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-37-300x240.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-37-768x614.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-37-610x487.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-37.png 1100w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>If you\u2019re not familiar with these, they may strike you as another trendy marketing tool. And yes, journey maps are in fashion \u2014 but for good reason!<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-how-a-journey-map-significantly-improves-cx\"><strong>How a journey map significantly improves CX&nbsp;<\/strong><\/h4>\n\n\n\n<p>Pointillist surveyed over 1,050 CX, analytics, and marketing professionals and discovered 95% of organizations have adopted a journey-based approach to CX, and 8 in 10 respondents say a <a href=\"https:\/\/www.pointillist.com\/blog\/report-customer-journey-management-cx-measurement-2020\/\" target=\"_blank\" rel=\"noreferrer noopener\">journey-based strategy is critical<\/a> to the overall success of the business.&nbsp;&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"700\" height=\"555\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-1.jpeg\" alt=\"79% of people say a journey based strategy is important to organizational success\" class=\"wp-image-94153\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-1.jpeg 700w, https:\/\/thegood.com\/wp-content\/uploads\/image-1-300x238.jpeg 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-1-610x484.jpeg 610w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/figure><\/div>\n\n\n\n<p>In fact, the journey is so important, over 50% of companies also have a dedicated role or team in place to manage it.&nbsp;<\/p>\n\n\n\n<p>Why all the hype?&nbsp;<\/p>\n\n\n\n<p>Well, from a CX perspective, a good journey map helps you do several important things:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Clarify the entire customer journey from the very beginning \u2014 the <em>real<\/em> beginning, not just when they hit your site \u2014 to the point where they become a loyal advocate or jump ship<\/li><li>Segment different stages of that journey (e.g. consideration and purchase)<\/li><li>Outline customers goals and preferences for the entire journey, as well as each segment<\/li><li>Identify what customers and thinking and feeling at every stage<\/li><li>Pinpoint pain points, bottlenecks, common frustrations, and friction<\/li><li>Personalize experiences across channels&nbsp;<\/li><li>Hone in on brand opportunities to improve customer experience<\/li><\/ul>\n\n\n\n<p>The bottom line is, the more you know about your customers, the quicker and easier you can improve their experience with every part of your brand.<\/p>\n\n\n\n<p><strong>Never created a journey map before? Here are some good resources for getting started:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/www.hotjar.com\/customer-journey-map\/\" target=\"_blank\" rel=\"noreferrer noopener\">How to create a customer journey map<\/a><strong> <\/strong>by Hotjar&nbsp;<\/li><li><a href=\"https:\/\/www.interaction-design.org\/literature\/article\/customer-journey-maps-walking-a-mile-in-your-customer-s-shoes\" target=\"_blank\" rel=\"noreferrer noopener\">Customer Journey Maps \u2014 Walking a Mile in Your Customer\u2019s Shoes<\/a> by the Interaction Design Foundation<\/li><li><a href=\"https:\/\/coschedule.com\/blog\/customer-journey-map-template\/\" target=\"_blank\" rel=\"noreferrer noopener\">How to Make an Effective Customer Journey Map<\/a> by CoSchedule<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-keep-a-sharp-eye-out-for-common-customer-experience-mistakes\">2. Keep a sharp eye out for common customer experience mistakes<\/h3>\n\n\n\n<p>In 11+ years of business, we\u2019ve seen plenty of customer experience mistakes (and, encouragingly, plenty of brands eager to correct them!). Use the most common mistakes below to audit the experiences you provide.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-common-strategic-mistakes\"><strong>Common strategic mistakes&nbsp;<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Auditing off competitors. <\/strong>It\u2019s tempting to audit your competitor\u2019s CX and simply copy them. Don\u2019t! Instead, focus on what experiences you want <em>your<\/em> customers to have based on <em>your <\/em>brand and <em>your<\/em> business goals. You win the competition by being the best, not by copying everyone else.<\/li><li><strong>Focusing on your message instead of what the customer wants to hear.<\/strong> It&#8217;s important that your site reflects the identity and message of your brand, but it should <em>primarily<\/em> serve the goals of the consumer. Too many brands default to &#8216;feature dumping&#8217; and talking about how great their products and their company are, when what a site visitor really cares about is how those products can improve or enrich their own life.&#8221;<\/li><li><strong>Using intuition rather than data.<\/strong> If you invest some time and resources into listening to what customers want (through interviews, data, testing and other means), they\u2019ll tell you what improvements you need to make. Unfortunately, too many brands rely on guesswork instead.&nbsp;<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-common-tactical-mistakes\"><strong>Common tactical mistakes&nbsp;<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Crowding your website pages with jargon and marketing.<\/strong> Use pages to highlight products your best customers are buying, images that inspire, and content that is actually consumed by visitors. I\u2019ll say it one more time for the people in the back&#8230;<em>survey and interview your customers<\/em>. Transcribe those interviews and use their language in your headlines, ad copy, and product descriptions. This is so easy, so effective, and so often overlooked.&nbsp;<\/li><li><strong>Filling the page with unnecessary information.&nbsp; <\/strong>Too many brands think they need long, detailed homepages and product pages. Those can be great \u2014 when done properly \u2014 but don\u2019t shoehorn your blog posts or aspirational quotes into the page unless they address customer concerns or answer customer questions.&nbsp;<\/li><li><strong>Installing \u201cfeatures\u201d that act as roadblocks<\/strong>. Email pop-ups, rotating carousels, and brand-focused navigation may all seem like perks for your brand, but they\u2019re roadblocks for your customers. Avoid these.&nbsp;<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-get-third-party-insights-for-extra-clarity\">3. Get third-party insights for extra clarity<\/h3>\n\n\n\n<p>Auditing your site with a journey and a mistake checklist is going to get you a long way. But, as we often point out, it\u2019s hard to read the label from inside the jar. Meaning, there\u2019s only so much perspective you can gain from <em>inside<\/em> the business.&nbsp;<\/p>\n\n\n\n<p>That\u2019s why it\u2019s often helpful to work with a third party. They can help you see pieces you missed or help your team get further, faster. If you\u2019re an early-stage ecommerce brand, this could mean simply relying on useful third-party tools.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-useful-third-party-tools\"><strong>Useful third-party tools<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\"><li>Google analytics<\/li><li>Heatmaps&nbsp;<\/li><li>Survey tools<\/li><\/ul>\n\n\n\n<p><em>Note: We detail options for these tools, how to set some of them up, and the best ways to use them in <\/em><a href=\"https:\/\/thegood.com\/insights\/how-to-do-ecommerce-cro\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>How To Improve Your Conversion Rate When You Have More Time Than Money.<\/em><\/a><em>&nbsp;<\/em><\/p>\n\n\n\n<p>If you\u2019re further along than early-stage, you\u2019d likely benefit from tools <em>and<\/em> human support. This could mean a mastermind or an agency or consultancy.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-masterminds\"><strong>Masterminds<\/strong><\/h4>\n\n\n\n<p>If you ask around, you may find there\u2019s a Slack or private group of ecommerce leaders you can join. If not, you could always create your own mastermind group: pull together a diverse group of ecommerce founders or leaders you respect and take turns auditing each other\u2019s experience. Or, have them review an audit you do yourself.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-third-party-consultants-and-agencies\"><strong>Third-party consultants and agencies<\/strong><\/h4>\n\n\n\n<p>If you\u2019d benefit from an even more hands-on approach, an agency like The Good could be a helpful option. For example, our Conversion Growth Assessment\u2122 is a great companion to your CX audit. It\u2019s not an end-to-end solution, but it\u2019s a great starting point to learn why your site isn\u2019t converting and how to fix it.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-ps2id-block-target\" id=\"create-action-plan\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-put-together-an-improvement-plan-post-audit\">How to put together an improvement plan post-audit<\/h2>\n\n\n\n<p>You\u2019ve identified areas of improvement. Now, you need to make sure those \u201cwhere to improve\u201d notes don\u2019t die in a Google Doc somewhere. You need some kind of improvement plan.&nbsp;<\/p>\n\n\n\n<p>Putting one together usually includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Prioritizing your resources (start with high impact, low investment)<\/li><li>Measuring the impact<\/li><li>Creating a \u201cCX Culture\u201d (institutionalizing a customer-first approach)<\/li><\/ul>\n\n\n\n<p>Here\u2019s each of those in detail.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-where-do-you-prioritize-your-efforts\">Where do you prioritize your efforts?<\/h3>\n\n\n\n<p>While every piece of CX matters \u2014 because every piece can be a memorable good or bad experience \u2014 you\u2019ll need to prioritize your initial improvements. After all, it\u2019s unreasonable for even big brands to tackle everything at one time.&nbsp;<\/p>\n\n\n\n<p>Here are three ways to start prioritizing:&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-1-peak-end-components\"><strong>1. Peak-end components<\/strong><\/h4>\n\n\n\n<p>It\u2019s tempting to think each part of a customer\u2019s experience is equally weighted \u2014 as if that Facebook ad is one point, the homepage is another point, and so on.<\/p>\n\n\n\n<p>But psychology indicates this isn\u2019t how we recall interactions. Rather, we pay extra attention to the intense highs\/lows and final moments of any experience. This is called the<a href=\"https:\/\/uxdesign.cc\/peak-end-rule-54eedd375c4d\" target=\"_blank\" rel=\"noreferrer noopener\"> \u201cpeak-end\u201d rule<\/a>.<\/p>\n\n\n\n<p>If you have a detailed customer journey map, that will help you pinpoint those for your brand (your customers will tell you what\u2019s most memorable). Here\u2019s some additional guidance.&nbsp;<\/p>\n\n\n\n<p>Peaks include moments customers realize your product is helpful, valuable, or delightful. They also include particularly negative interactions, such as moments of confusion or frustration. For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Positive peak: discovering the perfect fit&nbsp;&nbsp;<\/li><li>Negative peak: website crashing when you\u2019re ready to purchase<\/li><\/ul>\n\n\n\n<p>Ends, on the other hand, include the final step of a task or journey segment. For example:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Hitting the purchase button&nbsp;&nbsp;<\/li><li>Reaching a certain rewards level&nbsp;<\/li><\/ul>\n\n\n\n<p>If you have the opportunity to improve a positive peak, eliminate a negative peak, or strengthen an end experience, dig into those.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-2-components-consumers-prioritize\"><strong>2. Components consumers prioritize&nbsp;<\/strong><\/h4>\n\n\n\n<p>Another good way to prioritize improvements is to prioritize what your customers prioritize.&nbsp;<\/p>\n\n\n\n<p>According to research by PwC, 80% of American consumers point to speed, convenience, knowledgeable help, and friendly service as the <a href=\"https:\/\/www.pwc.com\/us\/en\/advisory-services\/publications\/consumer-intelligence-series\/pwc-consumer-intelligence-series-customer-experience.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">most important elements of customer experience<\/a>.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1023\" height=\"664\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-38.png\" alt=\"what is customer experience valuable chart\" class=\"wp-image-94154\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-38.png 1023w, https:\/\/thegood.com\/wp-content\/uploads\/image-38-300x195.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-38-768x498.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-38-610x396.png 610w\" sizes=\"(max-width: 1023px) 100vw, 1023px\" \/><\/figure><\/div>\n\n\n\n<p>If you\u2019re falling particularly flat in any of those categories, consider doubling down there for starters.&nbsp;<\/p>\n\n\n\n<p>However, one caveat: keep in mind this data is from a wide range of consumers. In all likelihood, your customers have similar priorities, but if you can find out what <em>your specific customers<\/em> say is important (via surveys or interviews), that\u2019s even better!&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-3-poor-performing-components\"><strong>3. Poor-performing components&nbsp;&nbsp;<\/strong><\/h4>\n\n\n\n<p>Metrics (Google Analytics, heatmaps, etc) may give you another option for prioritizing.&nbsp;<\/p>\n\n\n\n<p>Bad stats are great options for good tests. For example, pages with high bounce rates, low conversion rates, or unusual data are prime candidates for user testing. Choose a handful of poorly performing pages, send testers to those pages, and <a href=\"https:\/\/thegood.com\/insights\/customer-experience-success\/\" target=\"_blank\" rel=\"noreferrer noopener\">assign goals you expect your customers<\/a> to perform on those pages.<\/p>\n\n\n\n<p>Some generic goals for user tests that you can make more specific to your brand and products include:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Find a product and add it to the cart<\/li><li>Use search to locate a particular product<\/li><li>Use the product filters to locate a particular product<\/li><li>Add multiple products to the cart and attempt to check out<\/li><li>Find support information for a particular product<\/li><li>Attempt to make a product return<\/li><li>Find answers to common questions about a specific product<\/li><\/ul>\n\n\n\n<p>Keep in mind it\u2019s possible you have a poor experience that checks all three of these boxes: it\u2019s a peak-end component, it\u2019s a priority to customers, and it\u2019s poor-performing. If that\u2019s the case, by all means, start there!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-do-you-measure-success\">How do you measure success?<\/h3>\n\n\n\n<p>As you start making the improvements, you\u2019ll want to know, \u201cIs this working?\u201d&nbsp;<\/p>\n\n\n\n<p>There are a few ways to measure that, and they\u2019re listed below. Generally speaking, if you\u2019re providing a great experience, you\u2019ll see a handful of metrics go up and another handful of metrics go down.&nbsp;<\/p>\n\n\n\n<p><em>Note: <\/em>Because we cover these metrics in detail elsewhere, we\u2019re going to stick with an overview here.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-quantitative-metrics\"><strong>Quantitative metrics<\/strong><\/h4>\n\n\n\n<p><a href=\"https:\/\/thegood.com\/insights\/quantitative-vs-qualitative-research-methodology\/\" target=\"_blank\" rel=\"noreferrer noopener\">Quantitative metrics<\/a> are ones you can represent numerically. They\u2019re what most folks think of as \u201chard\u201d metrics and they primarily address \u201cwhat is happening?\u201d.&nbsp;<\/p>\n\n\n\n<p>If you\u2019re providing a good experience, you\u2019ll see these quantitative metrics go up:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/thegood.com\/insights\/roas-return-on-ad-spend\/\" target=\"_blank\" rel=\"noreferrer noopener\">Return on ad spend<\/a><\/li><li><a href=\"https:\/\/thegood.com\/insights\/increase-average-order-value\/\" target=\"_blank\" rel=\"noreferrer noopener\">Average order value<\/a><\/li><li><a href=\"https:\/\/thegood.com\/insights\/increasing-customer-lifetime-value\/\" target=\"_blank\" rel=\"noreferrer noopener\">Customer lifetime value<\/a>&nbsp;<\/li><li><a href=\"https:\/\/thegood.com\/insights\/good-conversion-rate-ecommerce\/\" target=\"_blank\" rel=\"noreferrer noopener\">Conversion rate<\/a><\/li><\/ul>\n\n\n\n<p>Whereas these will go down:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/thegood.com\/insights\/improve-ecommerce-customer-retention\/\" target=\"_blank\" rel=\"noreferrer noopener\">Customer churn<\/a>&nbsp;<\/li><li><a href=\"https:\/\/thegood.com\/insights\/customer-acquisition-cost\/\" target=\"_blank\" rel=\"noreferrer noopener\">Customer acquisition costs<\/a><\/li><\/ul>\n\n\n\n<p>For example, remember that quiz from Andie we looked at earlier? That one good experience has been an incredible conversion tool for them. On Future Commerce, Andie (the CEO and founder) explains <a href=\"https:\/\/futurecommerce.fm\/podcasts\/step-by-step-how-does-cx-drive-lifetime-value\" target=\"_blank\" rel=\"noreferrer noopener\">how it\u2019s impacted return on ad spending<\/a> in particular. Her teams discovered a woman is more likely to purchase if she lands on the Fit Quiz vs. any random product page.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"479\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-39-1024x479.png\" alt=\"Andie home page screenshot\" class=\"wp-image-94155\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-39-1024x479.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-39-300x140.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-39-768x359.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-39-610x285.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-39.png 1355w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>So, they applied this insight to ad strategy. Andie explains, \u201cWe spend a lot of money on Facebook and the majority of our Facebook ads dropped a woman right into the Fit Quiz because we just know she&#8217;s more likely to purchase.\u201d&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-qualitative-metrics\"><strong>Qualitative metrics&nbsp;<\/strong><\/h4>\n\n\n\n<p>Qualitative metrics focus less on numbers and more on the consumer. They help explain behaviors behind quantitative metrics; they address \u201cwhy is that happening?\u201d&nbsp;<\/p>\n\n\n\n<p>If you\u2019re providing a good experience, you\u2019ll see these qualitative metrics go up:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/thegood.com\/insights\/white-paper-online-customer-reviews\/\" target=\"_blank\" rel=\"noreferrer noopener\">Quality of reviews<\/a>&nbsp;<\/li><li><a href=\"https:\/\/thegood.com\/insights\/user-generated-content\/\" target=\"_blank\" rel=\"noreferrer noopener\">Quality of other user-generated content<\/a><\/li><li>Referrals<\/li><li>More positive customer sentiment<\/li><li>Engaged, positive community discussion<\/li><\/ul>\n\n\n\n<p>Whereas these go down:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/thegood.com\/insights\/online-review-management\/\" target=\"_blank\" rel=\"noreferrer noopener\">Complaints<\/a>&nbsp;<\/li><li>\u201cBasic\u201d support questions (even if your overall support load doesn\u2019t decrease, you\u2019ll usually spend less time answering 101-type questions because you address those on the site)&nbsp;<\/li><\/ul>\n\n\n\n<p>Take <a href=\"https:\/\/thegood.com\/insights\/benefits-direct-to-consumer\/\">direct-to-consumer<\/a> makeup darling, Glossier. From advertising to website copy to product packaging, Glossier provides a customer experience that resonates with their fans (<a href=\"https:\/\/www.discoverysprints.com\/blog\/glossier-customer-feedback-loops\" target=\"_blank\" rel=\"noreferrer noopener\">informed by the feedback they gather<\/a> from a wide variety of channels). This is intentional.&nbsp;<\/p>\n\n\n\n<p>Founder <a href=\"https:\/\/www.vox.com\/podcasts\/2019\/1\/16\/18185512\/glossier-ceo-emily-weiss-beauty-makeup-interview-podcast-recode-decode-kara-swisher\" target=\"_blank\" rel=\"noreferrer noopener\">Emily Weiss told re\/code<\/a>, \u201cThe way we look at it is that we\u2019re building this people-powered ecosystem&#8230;we have a direct relationship with every single person who buys something from us, unlike all of the incumbent companies that have built through retail channels.\u201d&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"933\" height=\"599\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-40.png\" alt=\"glossier social media reviews\" class=\"wp-image-94156\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-40.png 933w, https:\/\/thegood.com\/wp-content\/uploads\/image-40-300x193.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-40-768x493.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-40-610x392.png 610w\" sizes=\"(max-width: 933px) 100vw, 933px\" \/><\/figure><\/div>\n\n\n\n<p>This approach has been incredibly effective, too. Weiss attributes <a href=\"https:\/\/qz.com\/847460\/glossier-girls-emily-weiss-on-how-glossiers-customers-became-its-most-powerful-sales-force\/\" target=\"_blank\" rel=\"noreferrer noopener\">90% of revenue growth<\/a> to fans and their word-of-mouth marketing!&nbsp;<\/p>\n\n\n\n<p>One last thing: as you\u2019re tracking and measuring customer experience, keep two caveats in mind:&nbsp;&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>The goal isn\u2019t a \u201cperfect\u201d experience (if such a thing even exists!).<\/strong> It\u2019 s an experience that\u2019s continually improving, reflected by key metrics that are continually improving. As we like to say, \u201cThe goal is to get 1% better every day.\u201d<\/li><li><strong>Experience includes, but goes well beyond, numbers and graphs.<\/strong> Make sure you monitor hard <em>and<\/em> soft indicators the experience is improving.&nbsp;<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-do-you-make-customer-experience-a-regular-part-of-your-operations-culture\">How do you make customer experience a regular part of your operations\/culture?<\/h3>\n\n\n\n<p>Doing an audit and making improvements once is great. Putting the customer at the center of your business every week, month, and quarter is even better. That\u2019s how you reap not just the immediate rewards of providing great experiences, but the compound ones too.<\/p>\n\n\n\n<p>Take AmEx. Financial Times reported how they made a big shift from viewing the customer experience as a <em>cost<\/em> to viewing it as an <em>opportunity<\/em>. They invested in understanding their customers, improving processes, and making other leaps. The result? <a href=\"https:\/\/www.ft.com\/content\/d9b0300c-8194-11e0-8a54-00144feabdc0%20https:\/\/engagecustomer.com\/road-to-excellence-how-american-express-leads-the-way-for-customer-experience-transformation\" target=\"_blank\" rel=\"noreferrer noopener\">400% increase in customer retention<\/a>. As AmEx kept customer relationships their main strategy, they were able to move into other aspects of the customer\u2019s life as well, like travel and entertainment.&nbsp;<\/p>\n\n\n\n<p>So, how do you make a similar transition to ensure every time you set up a landing page, campaign, or new product, your teams are thinking about the customer?<\/p>\n\n\n\n<p>No two journeys are the same, but they usually involve several shared elements:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Top-level buy-in: <\/strong>For individual teams to have the resources, tools, and processes they need to prioritize the customer, the founder and senior leaders need to be on board with putting the customer first.&nbsp;<\/li><li><strong>Incentivize good experiences:<\/strong> From who you hire, to team KPIs and bonuses, individuals need to be incentivized to put the customer first. Kate Showalter, Senior Director of Customer Service for Crate and Barrel, told Future Commerce how her team isn\u2019t <a href=\"https:\/\/futurecommerce.fm\/podcasts\/step-by-step-how-to-go-from-a-contact-center-to-a-revenue-center?utm_source=morning_brew\" target=\"_blank\" rel=\"noreferrer noopener\">incentivized by sales<\/a>. This was a huge help for the service team. It meant engaging with customers \u201cdidn&#8217;t feel so much like selling to them, it just felt like helping.\u201d<\/li><li><strong>Empower good experiences<\/strong>: Incentives are a great start, but they only go so far if teams aren\u2019t equipped to meet those incentives. This, too, is something Crate and Barrel tackles. Showalter explained, \u201cWe also have to make sure our associates feel confident and comfortable&#8230;So we&#8217;ve heightened all of our product training.\u201d Point employees toward great experiences \u2014 then empower them to provide those. Train them on what \u201cright\u201d looks like, show examples of good and bad experiences, give them authority to do \u201canything up to [x] to make the situation right\u201d, and encourage them to share good experiences and lessons learned.&nbsp;<\/li><li><strong>Give everyone access to the customer<\/strong>: This could look like Glossier\u2019s <a href=\"https:\/\/www.forbes.com\/sites\/kaleighmoore\/2019\/10\/07\/how-glossiers-new-employee-program-gathers-rich-customer-insight\/?sh=52e8499e202d\" target=\"_blank\" rel=\"noreferrer noopener\">mandatory 2-hour retail shifts for new hires<\/a> (literally putting employees in front of customers) or ensuring every employee does at least one round at the support desk. It could also look like making sure all teams are tiehr equipped to do customer interviews, or have access to customer interview data. Stuart Balcombe told me, &#8220;The more people you can have with direct contact with customer voice, the better.&#8221; That way, they can keep a pulse on the audience and make decisions in the customer\u2019s best interests.&nbsp;<\/li><\/ul>\n\n\n\n<p>Overall, the goal of doing these things is to become an increasingly customer-centric organization \u2014 the kind that has the customer at the heart of everything they do, not just in marketing subject lines.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-improving-your-cx-is-more-than-worth-the-effort\">Improving your CX is more than worth the effort&nbsp;<\/h2>\n\n\n\n<p>Crafting a customer journey map, auditing your overall CX, and making improvements <em>will<\/em> demand a decent amount of time and effort\u2014 from you, as well as from your teams.&nbsp;<\/p>\n\n\n\n<p>However, keep in mind that time and effort is more than worth it:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>65% of consumers find a positive experience more influential than marketing<\/li><li>89% of consumer began doing business with a competitor after a poor experience<\/li><li>86% of consumers will pay more for a better customer experience<\/li><li>Only 20% of consumers will buy again after a poor experience, whereas 94% of consumers will buy again after a very good experience&nbsp;<\/li><li>84% of companies improving their experience saw an uplift in revenue<\/li><\/ul>\n\n\n\n<p>CX may feel like a \u201csoft\u201d approach to improving revenue, but the data shows it impacts critical hard metrics like return on ad spending, conversion rate, average order value, and customer lifetime value.&nbsp;<\/p>\n\n\n\n<p>So, set aside some time to map out your customer journey, audit your customer\u2019s experience, and identify where you can start making improvements.&nbsp;<\/p>\n\n\n\n<p>The ROI is more than worth it.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-ugb-container ugb-container cta-button ugb-e894df8 ugb-container--v2 ugb-container--design-image2 ugb-container--collapse-on-mobile ugb-main-block\"><style>.ugb-e894df8-wrapper.ugb-container__wrapper{padding-top:0 !important;padding-bottom:0 !important;background-color:#000000 !important}.ugb-e894df8-wrapper > .ugb-container__side{padding-top:35px !important;padding-bottom:35px !important}.ugb-e894df8-wrapper.ugb-container__wrapper:before{background-color:#000000 !important}.ugb-e894df8-content-wrapper > h1,.ugb-e894df8-content-wrapper > h2,.ugb-e894df8-content-wrapper > h3,.ugb-e894df8-content-wrapper > h4,.ugb-e894df8-content-wrapper > h5,.ugb-e894df8-content-wrapper > h6{color:#ffffff}.ugb-e894df8-content-wrapper > p,.ugb-e894df8-content-wrapper > ol li,.ugb-e894df8-content-wrapper > ul li{color:#ffffff}.ugb-e894df8-wrapper > .ugb-container__image{background-image:url(https:\/\/thegood.com\/wp-content\/uploads\/Example-Images.png);width:40% !important}@media screen and (min-width:768px){.ugb-e894df8.ugb-container{margin-bottom:35px !important}}@media screen and (max-width:768px){.ugb-e894df8-wrapper > .ugb-container__image{height:300px !important}}.ugb-e894df8 > .ugb-inner-block > .ugb-block-content > *{justify-content:center !important}@media screen and (min-width:768px){.ugb-e894df8 > .ugb-inner-block > .ugb-block-content > .ugb-container__wrapper > .ugb-container__side{padding-top:8% !important;padding-bottom:8% !important;padding-right:8% !important;padding-left:8% !important}}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-container__wrapper ugb-e894df8-wrapper\"><div class=\"ugb-container__image\"><\/div><div class=\"ugb-container__side\"><div class=\"ugb-container__content-wrapper ugb-e894df8-content-wrapper\">\n<h5 class=\"wp-block-heading\" id=\"h-find-out-what-stands-between-your-company-and-digital-excellence-with-a-custom-5-factors-scorecard\"><span style=\"color: #ffffff;\" class=\"ugb-highlight\">Find out what stands between your company and digital excellence with a custom 5-Factors Scorecard\u2122<\/span>.<\/h5>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-main-blue-background-color has-text-color has-background no-border-radius wp-element-button\" href=\"https:\/\/thegood.com\/5factors\/\" target=\"_blank\" rel=\"noreferrer noopener\">GET YOUR SCORECARD<\/a><\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<p><\/p>\n<div class=\"tkugp-items-wrap\"><div class=\"tkugp-bottomcontent\"><\/div><\/div>","protected":false},"author":55,"featured_media":94157,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","wpcf-summary":["Great customer experiences boost acquisition, revenue, conversion rates, and more. Here\u2019s what it is and where to start today."]},"insight-category":[10072],"insight-tag":[10082,7006],"class_list":["post-94137","insights","type-insights","status-publish","format-standard","has-post-thumbnail","hentry","insight-category-optimization-strategy","insight-tag-customer-experience","insight-tag-ecommerce"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-38519-min-scaled.jpg",2560,1700,false],"thumbnail":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-38519-min-150x150.jpg",150,150,true],"medium":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-38519-min-300x199.jpg",300,199,true],"medium_large":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-38519-min-768x510.jpg",768,510,true],"large":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-38519-min-1024x680.jpg",1024,680,true],"1536x1536":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-38519-min-1536x1020.jpg",1536,1020,true],"2048x2048":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-38519-min-2048x1360.jpg",2048,1360,true],"teaser":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-38519-min-380x215.jpg",380,215,true],"teaser-large":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-38519-min-760x430.jpg",760,430,true],"insights-featured":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-38519-min-600x399.jpg",600,399,true],"case-study-logo-small":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-38519-min-scaled.jpg",113,75,false],"gform-image-choice-sm":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-38519-min-scaled.jpg",300,199,false],"gform-image-choice-md":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-38519-min-scaled.jpg",400,266,false],"gform-image-choice-lg":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-38519-min-scaled.jpg",600,398,false],"profile_24":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-38519-min-24x24.jpg",24,24,true],"profile_48":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-38519-min-48x48.jpg",48,48,true],"profile_96":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-38519-min-96x96.jpg",96,96,true],"profile_150":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-38519-min-150x150.jpg",150,150,true],"profile_300":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-38519-min-300x300.jpg",300,300,true]},"post_excerpt_stackable_v2":"<p>Many ecommerce stores put me through the same bad experience when I land on their homepage: Want our newsletter? (Get spammed with your sales and marketing &#8217;email blasts&#8217; every week? No thanks.)How about these cookies \u2014 those okay? (Sure?)Can we track your location? (Creepy! Why do you need that?)How about browser notifications? (Hard pass.)What size can our chatbot help you find? (Gah, I haven\u2019t even made it through your pop-ups yet!) It\u2019s no wonder most visitors leave without making a purchase. Even if they make it past this barrage, landing pages often scream, \u201cLook at how great WE are!\u201d instead&hellip;<\/p>\n","category_list_v2":"","author_info_v2":{"name":"Laura Bosco","url":"https:\/\/thegood.com\/author\/lbosco\/"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is Customer Experience (CX)? 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