Now more than ever, the Customer Experience is one of the business levers capable of making a difference for companies of all sizes, sectors and levels. It could be argued that guaranteeing the customer the potentially most satisfying commercial path represents one of the fundamental strategic levers for business success.

For what reason?

First of all, because the historical, social, cultural and economic moment we are going through makes available, in the vast majority of cases, an offer of products and services that is decidedly higher than demand . This, in practical terms, means that what makes the difference is the quality of the purchase , as well as that of the product and service in its entirety . By transforming the purchase into a pleasant experience , companies will have increased the possibility that users will become loyal to their brand and propose it to others, effectively implementing their profit , brand awareness and reputation .

What is the Customer Experience 

But what exactly is the Customer Experience ?

In marketing, the overall experience that a user lives in his relationship with the company is defined in this way, starting from the initial knowledge , up to the entire process of consideration and purchase , to finally get to the after-sales .

Building a relationship of trust between brand and customer is strategic to the point of being a determining element in any marketing plan and, in particular, in multi-channel digital projects. In an increasingly connected and mobile society , increasingly social and interactive , the needs of consumers are constantly changing and the Customer Experience represents one of the best ways in which companies take the pulse of these evolutions, responding accordingly.

In practical terms, through proactive and positive interaction with their users, organizations will be able to adapt and calibrate their strategic plans according to the real needs of their target.

Because the Customer Experience is now an indispensable tool 

The Customer Experience , as well as the Customer Journey , which even better identifies the actual purchase process of a product or service step by step , is now considered a real business discipline that involves not only strategic decisions, but also of internal organization, production, distribution and customer care.

Unlike in the past, where business strategies were product-orient , the Customer Experience now makes them completely focuse on the customer and his experience of interacting with the brand. Never as today do consumers have a decision- making power capable of influencing the business strategies of organizations, be they small structures or large multinationals.


Simply, because never as today consumers have at their disposal an infinite number of tools not only to buy specific products and services, but also to talk about them, express their opinions, leave their reviews, recommend (or not) certain brands, suggest purchases to other users.

In this sense, therefore, listening, monitoring, interpreting and translating their voices into products and services that really allow users to achieve a complete degree of satisfaction is an imperative that can generate the success or failure of a brand.

What factors influence the customer experience? 

But what are the factors that can influence the Customer Experience , that is the relationship that the consumer establishes with a company?

Knowing them means, for an organization, being able to monitor key principles essential to interpreting the sentiment of its target audience.

The main factors that can positively or negatively affect the Customer Experience are the following:

  • The actual desire for a particular product or service
  • The will and need for knowledge, education, information about it
  • The influence of social circles or digital word of mouth
  • The ability to customize the relationship between company and customer
  • The consistency of the product and service with the consumer’s personal experience

During occasions or item dispatches, you might encounter a client assistance flood where the volume of your help cases rises essentially. At these times, it tends to be enticing to zero in on tackling whatever number cases as could reasonably be expect rather than completely figuring out through every problem.

As opposed to focusing on speed and effectiveness, reps ought to fixate their consideration on client amuse. They must make positive cooperations; the executives must observe arrangements that further develop efficiency, whether that implies taking on client care innovation or reexamining inward help procedures.

A company that is able to respond positively and resolve these factors in a virtuous way is currently decidedly more success-oriented than a brand that has not yet learned to listen.


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