We’ve all heard about Client Experience and Client Journey. You may think they are the same thing and that you have figured out. But, do you really? Can you really separate these two concepts and use them to the advantage of your business? In this post, we’ll explain what you need to know about them and how to apply them to your business!
When we talk about Client Experience (also known as CX) we refer to the experiences and interactions of a client both on and offline as they engage with your business. Client experience can include things such as customer service, marketing communications, the way the product is delivered, price, and promotions. Basically, CX is the perception of your brand according to your clients.
So, what is a Client Journey?
Like the word suggests, the client's “journey” is everything in the process that a client goes through when purchasing a service or product from your business. The steps to create the map of this journey have been given many names, in this case, we’ll go with:
Awareness: The client discovers your brand.
Consideration: The client starts considering your services according to their needs.
Purchase: They go ahead and buy your services or products.
Retention: They like it. They decide to buy once more. This step is where you must offer promotions and discounts to motivate them to keep coming back.
Advocacy: You’ve done it! They love what you sell and are ready to recommend it to other people. They are now your advocates.
The main difference between these two concepts is that CX involves the Client Journey in itself. So as a business owner you can pick the elements you want to use to make your CX amazing for your customers and then you map the way that journey will occur.
The Importance
Say you’re selling a book about productivity. Your ideal client is definitely someone looking to make the most out of their time, so with that in mind, your Client Experience must include not only straightforward communication and prompt response times but also a Client Journey that is easy to follow and rewards the client by not only delivering the book but also additional resources for them. Forget about long nurture sequences with little pieces of advice, send these clients short, useful emails.
Great synergy and concreteness between CX and Client Journey are very important as it not only solidify your brand but also has an end purpose to make the client into an advocate for your brand. You’re not just getting a new loyal client, you’re getting someone willing to sell your product as well. This is why you must have your ideal client figured out and cater to their ends in every step of the journey.
So, have you mapped the way for your clients? Are you sure you’re catering to their needs every step of the way? In the end, a great experience involves a good journey and a traveller (in this case client) coming back home ready to let everyone know that they are happy to do it all again and that everyone else should also do it!