Four Keys to Improving Customer Experiences Long-Term

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User experience and customer experience are inextricably linked and while UX is a vital component of CX; it’s not the only factor that leads to long-term satisfaction with a brand and its products. There are many ways to deliver better customer experiences but these four keys will help shape a memorable and valuable customer experience into the future for a long time to come.

Mediate the Pain

It’s amazing how many companies try and focus on customer experiences but neglect to sort out the historical problems. Before you can go on to build a great future for customer experience you have to sort out the pain you’ve already caused that customer. Ideally, that means prioritizing resolution of customer issues.



Author/Copyright holder: Ted Goff. Copyright terms and licence: All rights reserved. Img source

The best businesses take ownership of the customer experience across the board; it doesn’t matter where a complaint originates – it matters that it’s solved as quickly and painlessly as possible. If your senior managers start taking an interest in tracking complaints and how they’re fixed – this should be fairly easy to do.

Identify Your Strengths


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Conversely, it might be a good idea to know why your happy customers are happy customers. What is it that you already do that makes your customer experience exceptional? Reviewing what people say about you not just to your care teams but also in the media (and particularly on social media) can help you identify the moments where you create joy for your clients. If you know what works well then you can start to learn from it.

Metrics that Matter, People that Know

You need to develop metrics that matter for a great customer experience; you should be able to see how focusing on a specific issue will impact not just satisfaction figures but also the bottom line. The budget for customer experience will never be an unlimited one and that means you have to be able to determine your priorities in line with your customer needs and your business needs.

Then there’s the need for your people to care about your customers. It’s truly frightening how many senior executives never, ever come into contact with a customer unless there’s a huge complaint. How can they respond effectively to customer needs if they don’t talk to customers? The people who influence your customer experience need to be brought into contact with customers and customer data and taught to understand them.

Anticipate and Stop Reacting


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The truly exceptional organizations creates a customer experience by anticipating its customer’s problems and solving them before they arise. Once you’ve come to grips with the other three keys you should be in a position to start using customer data to predict future issues and head them off at the pass. If your customers don’t encounter problems – it’s much harder for them to become dissatisfied with what you do.

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Interaction Design Foundation - IxDF. (2016, February 21). Four Keys to Improving Customer Experiences Long-Term. Interaction Design Foundation - IxDF.

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