6 February 2024 |

Understanding the Importance of Customer Experience

Sentiment and root-cause analysis with AI

The recent rise of digitalization has given customers easy access to information and an abundance of choices. Customers can now research products or services, compare prices, read reviews, and gather feedback from others, all at their fingertips. 

Therefore, today’s customers are more likely to choose businesses that not only offer quality products or services but also provide a positive and satisfying overall experience. In fact, 74% of consumers form their purchasing habits based solely on experience.

This shift in consumer behaviour is prompting companies with a “brand/product-first” approach to reevaluate and adopt a “customer-first” attitude. However, constructing a customer-centric approach that enhances the overall customer experience requires a holistic understanding of customer interactions, feedback, and customer journey.

In this blog post, we will not only delve into the essentials of customer experience but also share best practices to empower your customer experience strategies. Then, we’ll explain how Artiwise reveals the true power of AI for customer experience initiatives.


Defining the Essentials of Customer Experience

Customer experience encompasses every touchpoint a customer has with a brand throughout their journey, including initial interactions, purchasing decisions, post-purchase support, and overall satisfaction. 

In essence, it involves understanding and meeting customer expectations at every stage of the journey, extending beyond excellent products or services to focus on building lasting relationships and ensuring customer delight. By investing in understanding customers’ needs, preferences, and pain points, businesses can tailor their offerings and interactions accordingly.

This definition underscores that the customer experience process is continuous and places a significant responsibility on institutions. Research supports this perspective, revealing that 32% of customers cease business with a beloved brand after just one negative experience. 

Thus, concepts like customer experience, customer journey, and customer insight have undergone substantial changes, influencing both business processes and future planning for corporations.


Why Is Customer Experience So Important?

Following the pandemic, economic challenges surfaced, particularly affecting businesses in the hospitality, banking, retail, and automotive sectors. 

This has necessitated efforts to sustain market shares by enhancing existing customer loyalty, retaining audiences, and delivering excellent customer experiences. Gartner’s research reinforces this imperative, indicating that 80% of companies’ turnover originates from just 20% of their current customers.

Customer experience in hospitality

Retaining existing customers proves more cost-effective than acquiring new ones. Therefore, a positive customer experience not only saves costs but is also pivotal for attracting new customers. The benefits of an improved customer experience extend beyond cost savings:

Firstly, an enhanced customer experience drives customer satisfaction. Satisfied customers are more likely to make repeat purchases, leading to increased customer lifetime value. A noteworthy 86% of customers are willing to pay more

Additionally, satisfied customers tend to spend more on additional products or services, presenting higher potential for upselling or cross-selling opportunities.

Focusing on customer experience helps businesses differentiate themselves from competitors. In crowded markets, where products or services may be similar, customer-oriented organisations are reported to be 60% more profitable than their counterparts.

Moreover, investing in customer experience leads to improved customer retention. A substantial 76% of customers expect organisations to comprehend their needs. So understanding the real sentiments behind customer experiences is essential to build a stable customer base and ensure long-term growth.


Customer-Centric Strategies to Improve Customer Experience

To improve customer experience, businesses need to adopt customer-centric strategies that prioritise customer satisfaction and exceed their expectations. Here are some essential strategies that can enhance the overall customer experience:

  • Personalization: Customers appreciate personalised experiences. By leveraging data and analytics, businesses can customise their offerings, communications, and interactions based on individual customer preferences and behaviours.
  • Seamless Omnichannel Experience: In today’s digitally connected world, customers expect a seamless experience across various channels. Creating a unified experience across online and offline touchpoints can enhance convenience and satisfaction.
  • Proactive Communication: Building proactive communication channels allows businesses to stay connected with customers, address their concerns, and provide timely updates. This helps in building trust and maintaining a positive experience.
  • Empathy and Emotional Connection: Understanding customer emotions and empathising with their needs is vital in creating a memorable experience. By demonstrating empathy, businesses can build stronger connections and foster brand loyalty.


Ways to Measure Customer Experience

Customer experience is often described as a challenging and intricate process to measure. Institutions that effectively manage this process observe a significant increase in customer loyalty and revenues. 

Traditional surveys listen to the voice of customers, encompassing questions that gather general feedback from customers about their experiences, as well as inquiries for improvement and suggestions. Surveys should include a free-text box, allowing customers to articulate their experiences in detail.

Following these, the Net Promoter Score (recommendation score) question is accompanied by Customer Satisfaction Score questions. The Net Promoter Score determines the percentage of customers who promote or detract from the company or product. However, relying solely on NPS and CSAT can make it challenging to gauge the “real” customer experience. 

Sentiment and root-cause analysis with AI

Customer Journey Analytics is another method used in measuring customer experience. A clear customer journey map must be drawn to successfully execute this approach. 

Organisations that have thoroughly prepared this process can analyse problems customers encounter at different stages, identify the support needed in various processes, and enhance processes where issues arise.

Some companies attempt to measure customer experience through their support systems and emails. Analysing the subjects and frequency of incoming support tickets aims to identify and address problematic areas, ultimately enhancing overall customer experience.

In addition to these efforts, comments and scores on complaint sites, social media, e-commerce platforms, and product comparison platforms now provide crucial data for organisations to comprehend customer experience. However, scaling and interpreting this data can be a challenge for organisations.

This is where the Artiwise Voice of The Customer platform steps in by combining all of these customer experience measurement methods. The solution tracks all of these channels in real time and seamlessly  analyses a vast amount of data with the power of AI. 


Leveraging AI Technology for Sustainable Customer Satisfaction

One of the key drivers of sustainable customer satisfaction is leveraging AI technology. AI-powered solutions have revolutionised the way businesses utilise customer feedback analysis to gain actionable customer insights. 

Artiwise VoC is an exemplary, AI-powered Voice of the Customer solution that assists businesses in understanding customer sentiment, identifying root causes of satisfaction or dissatisfaction, and making data-driven decisions.

Holistic VoC Approach

The platform harnesses the power of AI to analyse large volumes of customer feedback data from various sources. By employing natural language processing and sentiment analysis, it provides businesses with deep insights into customer preferences, pain points, and expectations. 

This AI-powered approach enables companies to understand their customers at a granular level and make informed decisions to enhance the overall customer experience.


Making Data-Driven Decisions with Artiwise VoC

Artiwise VoC goes beyond simply analysing customer feedback data. By identifying patterns, trends, and root causes of customer satisfaction or dissatisfaction and generating actionable recommendations, it empowers companies to make data-driven decisions that lead to meaningful improvements.

With Artiwise VoC, businesses gain comprehensive insights into customer sentiments and preferences. By utilising sentiment and root cause analysis, companies can understand the key drivers of customer satisfaction and identify areas that require improvement. 

Customer sentiment score

Informed recommendations provide businesses with clear guidance on how to enhance their customer experience. This allows businesses to prioritise their efforts and allocate resources to areas that have the most significant impact.

With AI-powered solutions like Artiwise VoC, businesses can gain valuable insights, make data-driven decisions, and improve customer experiences in a sustainable and impactful way.


Let’s Join Forces to Achieve Sustainable Customer Satisfaction with AI

Artiwise stands out as more than just a typical customer experience management solution; it serves as an exceptional VoC platform that goes beyond mere surveys. 

This innovative platform employs robust, AI-driven Voice of the Customer analysis to evaluate customer interactions across diverse channels. It places a strong emphasis on delivering profound insights through sentiment analysis, natural language processing, and machine learning, providing a comprehensive understanding of customer needs and behaviour.

The Artiwise VoC Platform distinguishes itself with pre-trained models finely tuned to the distinct challenges of various industries. This unique feature allows it to generate instant insight reports based on your feedback data, delivering immediate value during the Proof of Concept (POC) stage. 

Keen to explore how Artiwise can help you provide a holistic customer experience? Let’s arrange a meeting to delve into how the Artiwise VoC platform can empower you to achieve lasting customer satisfaction.

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