Why is Customer or User Experience Important
When we talk about the importance of user or customer experience while building websites, designing marketing strategies or cybersecurity plans, we get a few queries like these –
- I am an established business; should I worry about customer experience?
- I have a great product that sells well. Is user experience important for my website?
- My customer service personnel are the best and are friendly with customers. Will cyber breaches cause poor customer experience?
To all these, we say YES! Traditionally customer experience has been limited to products and customer service. With highly competitive markets emerging in every industry, user experience should be an all-pervasive element in your business. Whether you are an established or new business, a good customer experience across your organisation processes is important for a sustainable business.
Benefits of exceptional customer experience
To get a clear answer to why is customer experience important, it is essential to gain an insight into how positive customer experience can be beneficial for businesses. Let us start by examining the numerous benefits of positive user experience on businesses:
1. Create a great impression
Gone are the days when positive customer experience meant offering quality products or services at reasonable rates within the specified time. Today, customers expect a whole lot more from even small and medium-sized businesses.
Your website or app must function flawlessly to offer customers an excellent user experience. You must have intelligent technologies to assist customers at every point of their transaction. The customer service you offer must be impeccable, easily accessible and capable of offering customers satisfactory solutions to their issues. You must also ensure that customers’ confidential data is well-secured with good cybersecurity systems in place. All these contribute to ensuring a good customer experience and subsequently an excellent impression of your brand.
2. Attract new customers
Gaining new customers is not an easy job with the intense competition that exists today. With every other business in your field offering quality content and tempting deals, customers have a lot to choose from. In fact, before a customer makes a purchase or avails of your services, they will go through reviews of your business to find out how other customers feel about doing business with you. An impressive number of positive reviews will spur them to give you a chance.
3. Ensure loyal customers, better cash flow
The most important benefit of a great customer experience is that it can boost your brand name and business. After all, no business can flourish and continue to amass new customers without ensuring the satisfaction of its existing ones.
When a customer feels special and valued while doing business with your company, chances are they will remember the positive experience and surely return for more. However, if they are dissatisfied with your service, they have plenty of other options out there to explore. Most importantly, these customers are very unlikely to offer you another chance.
4. Gain long-term business benefits
If you are wondering why customer experience is important for established businesses, here is what you need to know. Your brand’s reputation is something that has been painstakingly built over the years with an array of marketing strategies, promotions, and customer interactions. The biggest companies out there know that this aspect of reputation is, in fact, more significant than the products or services they offer.
In these highly networked times, one instance of poor customer experience can gain high visibility and cause doubts in even your loyal customers. On the other hand, an overwhelming number of positive reviews from customers can strengthen your brand image and trigger business growth on a long-term basis.
5. Positive word of mouth publicity
Even in this digital age, business owners are aware of the power of word-of-mouth publicity and how it can positively or negatively affect their business. When a customer is immensely impressed with the user experience you provide, they will definitely talk about it to others. Likewise, incidents of poor customer experience will also be widely discussed.
Investing in strategies to ensure a positive customer experience will improve brand awareness and get people enquiring about and interacting with your brand. This is exactly why most brands offer their happy customers special referral programs. While the customers receive discounts or special deals, the brand is able to reach out to more potential customers.
So there you have a good number of reasons that answer why customer experience is important. A good customer experience is highly beneficial for everyone involved in the equation. Right from the phase when you reach out to customers through advertisements or promotions, customers will begin evaluating your brand. How you engage with these customers across various social media platforms is also key to determining the value of the service you provide. User experience is important at every stage of customer interaction – from brand awareness to post-sales service and everything in between.
Although the manifestations of customer experience may vary depending on the kind of product or service a brand offers, working on the this factor can bring in valuable benefits for any business. That is why at Computing Australia Group, every website we design or every digital marketing strategy we create for clients is bespoke with user experiences woven in at every stage. Would you like to know more? Contact us or email us at firstname.lastname@example.org.
User experience – The overall experience of a user in interacting with a website or app.
Cyber breaches – The access of confidential data, system or network by unauthorised staff or cybercriminals gained through malicious means.