Customer Experience is: Definition, Factor, and How to Build Customer Experience

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Customer Experience is: Definition, Factor, and How to Build Customer Experience

Customer Experience is Definition Factor and How to Build Customer Experience

Basically, customer experience or customer experience is an indicator of the success of the services provided by the company. For this reason, it is important for companies to provide positive customer experience for the sustainability of a business.

If customers have already received satisfied shopping experience, of course, will build a sense of loyalty to the product from the company. Well on this occasion, we will discuss completely about customer experience and factors and how to build effective Customer Experience.

Customer Experience is

Customer Experience is one way in doing marketing or marketing by following Customer Equity. This method was basically introduced by Bern Schmitt in his book entitled Customer Experience Management.

According to him, experience or experience is an event that is personal and occurs as a form of answers to several stimulus. Experience or this experience includes all events in one’s life.

That is, every businessman must be able to organize its business environment properly for customers and understand what customers need. By providing the right experience, then every customer will get a sensation or various things in using the product or service from the company.

On the other hand, Meyer and Schwager (2007) argue that Customer Experience is a customer’s response which is internal and subjective as a result of the interaction carried out directly or indirectly by the company.

The direct established relationship usually occurs because of the initiative of consumers or customers that occur in the service department or purchase. While the relationship that occurs indirectly usually involves a planned encounter, such as appearance on products or brands, advertisements, and other promotional events used by the company.

Whereas Gentile (2007) said that Customer Experience is a thing that comes from an interaction device between customers and other products, companies or parts of the company themselves that are able to give birth to a reaction.

These experiences are personal that bring customers to a different feel, both emotionally, rational, sensory, physical, even spiritual.

Finally, Chen & Lin (2014) explained that Customer Experience is a cognitive recognition or perception that can stimulate the motivation of each customer or consumer. Recognition or perception of these customers is able to increase the value of the product of goods or services.

They added that Customer Experience is the result of consumer interaction with the company, both emotionally or physically. The results of these interactions will be able to improve in the minds and hearts of consumers and are able to influence consumer assessment of the product of goods or services from the company.

So based on the meaning above, we can draw the conclusion that Customer Experience is a process or strategy and implementation carried out by the company to manage the customer for his experience using company products or services.

So, the point will eventually focus more at the end of the product of a item or service provided by the company. For this reason, Customer Experience is a matter of understanding the lifestyle of every consumer and expand the views of every marketer or businessman of the product to the consumption process.

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Important factors that must be considered in Customer Experience

There are at least eight important factors that must be considered in building customer experiences, namely:

  • Accessibility, or ease of consumers in interaction and accessing your product or service.
  • Competence, the competence capable of being given by the company.
  • Customer Recognition, is a feeling felt by consumers that he is valued or recognized by the company.
  • Helpfulness, is the convenience felt by consumers in asking for help.
  • Personalization, is a comfortable feeling felt by consumers of the treatment or facilities provided by the company.
  • Problem solving, is a feeling of customers regarding the problem that is able to be resolved by the company.
  • Promise Fulfillment, is a feeling felt by consumers related to the promise given by the company
  • Value for Time, is a feeling of consumers regarding the time they have is capable of being appreciated maximally by the company.

How to Build Customer Experience

MarkPlus & Mizan in his book entitled Boosting Field Marketing Performance, from Strategy To Execution explained that there are at least five effective ways in building customer experiences, namely:

1. Visualize Experience

Before doing this first step, every businessman must understand the concept of hierarchy the need to be put forward by Maslow. In essence, the higher the customer segmentation targeted by the company, the experience presented must also be even higher.

For example, if you sell mobile products that target premium segmentation, then the form of promotion that must be presented must appear more personal, elegant, exclusive and focus on prioritizing design and lifestyle. As for cellphones that target general segmentation, the form of marketing can be presented in a crowd of many people and the price is more economical.

2. Translate vision, designing experience maps, and training employees

After successfully determining the Experience concept to be dammed, then the concept must then be able to translate into a practical guideline or commonly called the Customers Experience Maps (CEM).

Later, this CEM can be used as a practical guideline in attracting attention and also serving customers to the fullest. So, if for example, this cem is used to build a cafe business, the CEM can be used as a form of training for employees.

For this reason, one of the important keys of the existence of good customers is a clear vision and mission presented by the company. So, it’s not just a vision of careless, but a vision that focuses more on consumers or customer-centric.

The easiest way to determine this vision is to take care of various statements that can later be used as a business guide.

For example, if you sell fast food. Then you have a vision in providing the best and fastest food service for customers. Being the best in this case means you have to be able to ensure that you are able to provide food with the best quality in terms of service, cleanliness, to the taste of the food itself.

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If the vision can always be done in business activities, your Customer Experience will increase automatically.

3. Build Experience Plan

If every employee has been trained with the existing Cem, the hope later is that every employee is able to recognize the intent and choose the most appropriate cem when serving customers.

For example, the services provided to adult customers will certainly be different from customer service for children. Another example is the CEM customer service with the Drive Thru method will certainly be different from those who buy directly in the outlet or counter.

4. Interact with customers

The company can also build experience when interacting directly with customers. There are at least three points that can be built in this stage, namely Experience Voting Points (EVP), Experience Touch Point (ETP), and Experience Response Point (ERP).

ERP does not only have to product or content such as food or drink products. ERP can also be applied in the context or how to present it, such as room interior, type of bench, live music, etc.

While EVP becomes the main focus in stimulating customers to want to come and experience an experience set out in ERP. For example, when customers come at the front door of the restaurant, the customer can directly give direction to an empty bench that has been contained in ERP.

Meanwhile, ETP is the whole focus which servants can interact directly with their customers. Like a restaurant waiter, security guard, even the restaurant owner itself. All are expected to be able to provide direct interaction to customers.

5. Measuring customer delight

The final step to building a customer experience is by measuring or assessing the level of achievement that has been done. Later, the process will be evaluated and measured related to effectiveness in building experiences with customers.

The results of the assessment and evaluation can be used to enhance the CEM that had previously been made.


Based on the explanation we have discussed together, we can conclude that Customer Experience is a process or strategy and implementation carried out by the company to manage the customer for its experience using company products or services.

All parties involved in the company must help each other and work together to provide satisfactory customer service in order to get customer loyalty, so that the turnover or profit of the company can increase and the company’s main objectives can be achieved smoothly.

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