Customer service, quality and company perception may be important, but customer experience is the ultimate factor of whether a customer continues to do business with a brand. To improve customer experience, companies should consider these insights:
- First, customer interactions and data must be in one place. Even if the company uses different channels to communicate with a customer, the conversation should look continuous.
- Second, the customer sees the company as one big team, not as departments, so every department should work together to provide a personalized customer experience.
- Third, create consistent processes between departments to give customers consistent information. Ultimately, it's the customer that decides whether the company delivers on their promises.