The 10 best quotes on customer experience

Customer expectations in e-commerce

Nowadays, however, it is no longer so easy to generate a shopping experience, as customer expectations are rising, especially in e-commerce. Whereas a product image used to be sufficient, today entire product videos or 360° images are offered. Many customers now also expect delivery to a brick-and-mortar store. And the shop should be clear and easy to use anyway. In addition, in 2017, customers not only want to be able to shop conveniently from anywhere and across all channels, but also want to be understood individually with the help of personalization. The customer experience is therefore becoming increasingly important for e-marketers and, according to Jerry Gregoires, CIO at Dell, will be the future battleground in e-commerce.

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Putting customers first

But what exactly is customer experience? In online retail, it refers to creating positive experiences along the digital customer journey, i.e., every point of interaction with the online shopper is designed to evoke positive emotions. The focus is always on the customer, who should be emotionally engaged and positively connected to the online store. Shop operators must therefore internalize Sam Walton's (founder of Walmart) statement: "There is only one boss. The customer." Customer experience management should by no means be a one-time process, but rather, according to Leon Gorman, an American entrepreneur, a never-ending, incessant, and persistent task, as customer expectations are constantly changing due to trends, competitors, and previous experiences.

CX affects the entire company

The shopping experience is influenced at all customer touchpoints, which means that customer experience management must be practiced in virtually all departments of the company. This starts, of course, with the customer service, marketing, and sales departments. However, CX also affects departments such as IT, where customer focus must not be lost during development and support, and finance, where, for example, payment methods must be selected based on simplicity and expectations, and invoices must be designed with the customer in mind.

Customer experience delivers results

What sounds like a lot of effort is actually very successful in practice. If customer expectations and, as a result, the shopping experience are not met, this can lead to:

• Dissatisfaction and thus
• bad reviews, a
• increased termination rate and
• Revenue losses are coming.

However, if visitors to an online store have a positive customer experience, this leads to

• enthusiastic and loyal customers who, in the best case scenario, even provide additional
• Recommendations for the online store. This leads to a second step, which is
• higher conversion rate,
• repeat customers and
• more revenue,

in other words, to increase KPIs in e-commerce.

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Our conclusion: Customer experience rules!

Due to the many advantages of an excellent customer experience, even the big players in the online industry are addressing this topic and sharing helpful recommendations for action. With the 10 best quotes on customer experience, we would like to motivate you to exceed your customers' expectations and thus increase your company's success: