PERSONALIZIND THE CUSTOMER EXPERIENCE AND OPTIMIZING MANAGEMENT

Personalizing the customer experience: this is the great challenge facing brands today. It is no longer enough to launch a product or service on the market to compete; to ensure survival in the short, medium and long term, it is essential to personalize products and optimize the customer experience.

What is customer experience and how is it measured?

We talk about customer experience to refer to everything that the consumer feels about a brand or company, as well as the integral journey they follow throughout the purchasing and consumption process. By extension, we could say that at the heart of the experience lies the goal of keeping that customer as a customer, or keeping them coming back if they have chosen to go to a competitor at a given time.

Without this response, it becomes difficult to achieve the long-desired loyalty, which is the basis of a healthy business in the long term, and compromises the public image of the company in such a digitized environment.

 Between Customer Experience and KPIs

Personalizing the customer experience contributes to better sales figures for your business, but also minimizes the aforementioned risk of reputational loss. To measure a dimension as complex as customer experience you must first, as a company, have dedicated channels in place to improve the customer experience. Often, that responsibility falls on the customer experience areas and there are some KPIs that help to control the variable:

- Customer satisfaction ratings, which can be achieved through post-purchase and/or customer service surveys.

- Customer Lifetime Value or CLV, known as customer lifetime value, which provides information on spending and repeat purchases over the course of a commercial relationship.

- Retention rate, which measures the proportion of customers who continue to buy after a first purchase compared to the total number of consumers in a certain period.

To personalize the customer experience in three steps, we must focus on humanized and sincere attention, knowledge and measured purchase suggestions and favors feedback and diversification of channels.