Why Customer Experience Is More Than “Just Important”

Sarah Lubbe, Smoke Customer Intelligence’s Chief Revenue Officer, has more experience in the customer space than most. Throughout her years at Smoke^CI there’s not one aspect of Voice of the Customer or Customer Experience that she has not touched, improved or worked on.

We recently had the pleasure of unpacking some of Sarah’s views directly. Join us in this blog series as we get inside insight into all things customer experience (CX) with Sarah.

We asked Sarah why customer experience is so crucial for your business. It’s simple in her view: “because behind every successful brand are customers who deserve more than just transactions; they deserve to feel truly valued and appreciated for choosing your brand”.

The Multifaceted Value of Customer Experience:

"The short answer is that customer experience is valuable in and of itself – however, that is just the top of a triangle of the value that CX creates – if we look deeper and take an organisational view and if the data gathered from CX programmes is used well, it can have a meaningful impact on core drivers of a business." Sarah Lubbe.

CX is inherently valuable, forming the pinnacle of a value triangle that impacts businesses profoundly. When viewed from an organisational perspective, and when the data harvested from CX programmes is utilised effectively, the potential to significantly influence core business drivers is unlocked.

Empowering People Through CX:

According to Sarah "Measuring and motivating using CX data empowers frontline staff by acknowledging their contributions and providing insights for improvement. When employees understand the value they bring and are recognised for it, they're more inclined to go the extra mile, both in customer service activities and in sharing their ideas from the day-to-day interactions with your customers."

From a people perspective, utilising CX data to measure and motivate empowers frontline staff. It acknowledges their contributions and provides them with insights necessary for improvement. When employees understand and are recognised for the value they bring, they are more likely to exceed expectations, not only in customer service but also in contributing innovative ideas through daily interactions with customers.

Operational Benefits of CX Data:

“Often in the day-to-day operations of a business, one often focuses on goals like operational excellence or cost-saving, very often taking a one-dimensional approach to these initiatives, and this approach can overlook what is most effective for the customer”.

CX data shines a spotlight on the processes and systems that create friction or waste, offering a perspective that internal views might miss. By aligning internal goals with external customer needs and optimising operations in ways that enhance customer satisfaction, the resultant compound effects generally surpass those achieved through isolated initiatives.

Financial Impact of Robust CX Programs:

Financially, CX isn't just about enhancing customer satisfaction; it's about driving profitability and affecting key financial metrics such as customer acquisition costs, cost to serve, average revenue per customer, churn, and customer lifetime value. The synergy of these factors can profoundly influence a company’s long-term financial health.

The importance of CX extends beyond mere customer satisfaction. Great CX programmes are pivotal because, when executed well, their insights can influence nearly every critical driver within your business. Ensuring your customers are satisfied enough to continue doing business with you secures their loyalty and propels your company towards sustained growth and profitability.