SoluCX – Customer Experience Guide: The Origin of CX

The concept of customer experience, also known as CX or customer experience, takes over the debates about the direction of retail, in a context of valuing all moments of the purchase journey, in which companies seek to meet the expectations of consumers, who are increasingly demanding.

CX deals with the customer’s perception of a product or service after an interaction with the company. Be it conscious or subconscious; online or in person; pre, during or after purchase; Emotional or rational, this impression is fundamental for the consumer’s later relationship with a company or brand.

Customer Experience has become one of the pillars of retail, with abundant investments in customer relationship management, seen as strategic and long-term, covering the entire corporate structure.

Origin of CX

The term has become popular in recent years, but has a more distant origin, referring to the Industrial Revolution and the development of the United States economy, greatly affected by events such as the stock market crash (1929) and World War II (1939-1945).

The constant blows, which led many companies to bankruptcy, made merchants start to diversify strategies in search of survival in the market. Thus, they began to pay more attention to behavioral transformations and consumer habits, so that they could stop waste and focus their efforts on the real needs of customers.

The post-war “Baby Boom”, with a large increase in the number of children in American families, was an important moment for the consolidation of many businesses, with increased production, investments in marketing and market segmentation.

Customer experience strategies

The customer is the total focus of CX strategies and companies are truly obsessed with creating unforgettable experiences, capable of creating bonds and loyalty to their target audience.

To achieve this goal, companies use tools such as satisfaction surveys, varied service channels, after-sales assistance, and evaluation of the shopping experience, among many other possibilities to help “unveil” the consumer.

Personalization from CX

From the feedback received in interactions, it is possible to establish a bond and start offering personalized offers, showing interest in the customer’s preferences, making them feel valued and multiplying the chances of new business.

Omnichannel

With the diffusion of multichannel in retail, it is possible to further strengthen contact, obtaining information about the best communication channels, ideal moments, and even language to be adopted in each interaction.

Do you know your consumer?

Customer service, offering unique and remarkable experiences, financial return and brand strengthening. In theory, the CX path is known and brings relevant results if the defined strategies are followed. But, in practice, the story can be quite different.

Research by Bain & Company shows that 80% of companies consider that they deliver high-value experiences to their customers, but only 8% of consumers agree with the statement. An important alert that shows that the challenge of knowing the consumer, dealing with their desires and anxieties, is permanent.