During the conversation, Neel describes what makes CX (or customer experience) unique from UX in the SaaS space, and why businesses should even care. To understand how customers experience brands, businesses use a variety of tools to gather meaningful data. This data can then be used to help shape the whole range of customer experience, from the tone in an email to the colour of an app icon.
“What a startup needs to do is maximize the potential of any small tool they have.” – Neel Bhattacharya
Customer experience plays a large part in customer retention, so businesses are keen to pay attention to the methods they can use to boost customer experience. While customer experience and customer service are closely linked, they hold a key difference. Customer experience, according to Neel, refers to the “impression” that a company initially leaves on a customer, whereas customer service is just one part of the larger customer experience.
The customer survey is a popular metric for gauging customer experience. Questionnaires are infinitely customizable and simple to use for startups. These surveys also help to establish what are known as personas. Personas help an organization with the planning process. In the process, Neel says, they fix the marketing messages. In other words, businesses use personas to direct marketing campaigns, and if they are ineffective, they can use personas to figure out why.
“Based on the product, you may need to change the tone.” – Andrew Romeo
At the end of the day, marketing helps businesses to engage with customers through the whole product experience. Keeping customers is hard—and at the end of the day, they are all looking for a great experience. What marketers should do is figure out how to keep customers on fire for your brand—and an impactful customer experience is key.
● The differences between UX and CX.
● Understanding how customers experience our brands?
● Customer service vs customer experience.
● Key metrics to measure customer experience.
● The Net Promoter Score as a useful CX metric.
● Persona trees.