Customer Experience: CX Strategies

What is Customer Experience?

Customer Experience (abbreviated CX) refers to the overall perception a customer has of your brand, shaped by all their interactions with it. It's the sum of all touchpoints, emotions, and impressions accumulated.

CX is not limited to customer service. It encompasses:

• Discovering your brand (advertising, word-of-mouth, social media)
• Navigating your website (digital customer experience)
• The purchase and payment process
• Delivery and unboxing
• Product usage
• Support and after-sales service
• Post-purchase communications

Each touchpoint contributes to shaping a positive or negative experience, which directly influences customer loyalty and word-of-mouth.

How to Build an Exceptional Customer Experience?

CX management relies on several fundamental pillars.

Understand the Customer Journey

Map each stage of the customer journey (customer journey mapping):

• Identify all touchpoints
• Spot moments of truth (purchase decision, reception, first use)
• Detect friction points

This holistic view reveals priority improvement opportunities.

Personalize Interactions

Customers expect a personalized experience:

• Relevant product recommendations
• Communications adapted to their history
• Recognition of their status (new customer vs VIP)

80% of consumers are more likely to buy from a brand offering a personalized experience.

Ensure Omnichannel Consistency

The experience must be seamless regardless of channel:

• Desktop and mobile website
• Application
• Physical store
• Customer service (phone, chat, email)
• Social networks

A break between channels immediately degrades overall perception.

React Quickly to Feedback

CX-leading companies transform customer feedback into concrete actions, quickly. A customer whose problem is resolved efficiently often becomes more loyal than a customer who never had a problem.

Why is Customer Experience Crucial for Your E-commerce?

Customer Experience has become the main differentiating factor.

Differentiate Beyond Price

In a market where products are easily comparable, experience becomes the deciding factor. 86% of customers are willing to pay more for a better experience.

Generate Word-of-Mouth

A remarkable experience is naturally shared. Satisfied customers become your best ambassadors, generating qualified traffic at zero cost.

Maximize LTV

Customer experience directly impacts customer lifetime value:

• Higher repurchase rate
• Higher average order value
• Extended customer lifespan

Reduce Churn Rate

68% of customers leave a brand because of poor experience. Investing in CX mechanically reduces churn rate.

How to Measure Customer Experience?

Several indicators help quantify the quality of your CX.

NPS (Net Promoter Score)

Measures likelihood to recommend on a scale of 0 to 10. Simple and benchmarkable, it's the most widely used CX indicator.

CSAT (Customer Satisfaction Score)

Measures satisfaction on a specific interaction. Ideal for evaluating precise touchpoints.

CES (Customer Effort Score)

Measures the effort required to accomplish an action. A low CES indicates a smooth, frictionless experience.

Verbatim Analysis

Customer reviews and open comments reveal the "why" behind the scores. Essential for identifying corrective actions.

How Review Collect Improves Your Customer Experience

Review Collect is a central tool in your Customer Experience strategy.

Capture the Voice of the Customer

Automatic post-purchase surveys collect feedback while the experience is still fresh in the customer's mind.

Detect Friction Points

Verbatim analysis automatically identifies recurring irritants: delivery time, packaging, product quality, site navigation...

Measure Evolution Over Time

Track your NPS and CSAT scores over time to validate the impact of your CX improvement actions.

Close the Loop with Customers

Respond to reviews, thank your promoters, resolve detractors' problems. This attention strengthens the relationship and transforms dissatisfied customers into loyal ones.

Review Collect transforms customer feedback into a continuous improvement lever for your customer experience.