The role of customer experience in marketing strategy

What is customer experience: the building blocks of a successful strategy

Have you ever wondered why a cup of coffee at Starbucks costs more than in a regular café, yet people still flock there? It’s not just about the coffee. The experience they create is what customers are willing to pay for.

Customer Experience (or CX) isn’t about what you sell. It’s about how your customers feel about your brand at every stage of interaction: from the first click on your website to the moment they hold your product in their hands.

Key elements of a successful CX

Here are some essential components to focus on:

1. Emotions. People remember not what you said but how you made them feel. If your brand evokes positive emotions, customers will not only return but also recommend you to their friends.
2. Convenience. Let’s be honest: who has time to navigate confusing websites or wait ages for support? For instance, Amazon has won millions of hearts thanks to its speed and convenience.
3. Efficiency. Customers want to get what they came for—and quickly. When their expectations are exceeded, they become your biggest advocates.

How customer experience impacts loyalty and revenue

Imagine your customer walks into a café where the barista remembers their name, favorite drink, and always greets them with a smile. Will they return? Absolutely. Customer experience is the magic that turns a one-time buyer into a lifelong fan.

Numbers that speak volumes:

• 89% of customers stay loyal to a company after a positive experience.
• Satisfied customers spend 140% more.
• 75% of consumers make purchase decisions based on emotions, not just logic (Forbes data).

Let’s simplify this. Customer loyalty isn’t just a “nice to have.” It’s a tangible financial asset that generates profits.

How CX works in your favor:

1. Word-of-mouth recommendations. A satisfied customer is always ready to recommend you—genuinely, without incentives.
2. Repeat purchases. Loyal customers not only return but are also willing to forgive small mistakes because they feel valued.
3. Lower costs, higher profits. Acquiring a new customer is significantly more expensive than retaining an existing one. But happy customers do the work for you.

Case studies that inspire

One of the best examples is Disney. From the moment you enter the park to the last minute of the show — everything is designed to create a “wow” effect. They focus on the details: from personalized bracelets to interactive zones for kids. Will you want to return? Absolutely!

Another example is Netflix. Their secret? Personalization. They know exactly what you love and recommend movies you can’t stop watching. A simple yet genius way to retain customers.

Tools for measuring and improving customer experience

Have you ever noticed being asked, “Rate our service on a scale of 1 to 10” after a purchase or service? It’s not just a formality — it’s part of a larger game called “enhancing customer experience.”

How to measure the intangible

At first glance, customer satisfaction may seem subjective. But marketers have cracked the code. Here are three main metrics:

1. NPS (Net Promoter Score). Your best business ally. Customers are asked: “Would you recommend us to your friends?” A score from 0 to 10 helps identify your brand advocates and skeptics.
2. CSAT (Customer Satisfaction Score). Simple and effective: ask your customer, “How satisfied are you with our service?” Their response gives a clear picture of problem areas.
3. CES (Customer Effort Score). The key lies in how easy it is for customers to interact with your business. If a customer has to complete a “quest” with 10 steps to place an order, that’s a red flag.

Tools to help you lead

Imagine having a “scanner” that lets you see what your customer feels. Here are some of these magical tools:

• CRM systems (like HubSpot or Salesforce) help you understand what your customer wants before they even say it.
• Chatbots and social media. Did you know 70% of customers expect a response to their query within 10 minutes? Bots excel at this.
• Feedback platforms (Typeform, Google Forms) allow you to quickly gather honest and actionable feedback.

5 Steps to perfect CX

Simple actions that increase your chances of success:

1. Listen to customers: every complaint is a gift pointing to weak spots.
2. Personalize: address customers by name and send tailored offers.
3. Simplify: reduce the number of clicks to complete a purchase.
4. Be accessible: customers should get answers when they need them.
5. Analyze data: metrics aren’t just numbers — they’re your guides to better CX.

Mistakes to avoid in creating a positive experience

Customers are people, not just numbers in reports. Forget that, and they’ll remind you with negative feedback.

Mistake #1: “One size fits all”

Imagine walking into a café where the waiter automatically serves you coffee without asking what you want. Personalization isn’t just a name in an email; it’s attention to details and needs.

Mistake #2: “We know better than the customer”

Customers often encounter a barrier: companies dismiss their complaints or suggestions as “insignificant.” Remember how frustrated you felt when your words were ignored? Listening to the customer is not just courtesy, it’s an opportunity to improve your product.

Mistake #3: Delayed response

Who hasn’t been frustrated waiting for a response from customer support? Imagine your customer sends a message, and all they get in return is silence. It’s not just disappointing, it drives them to look elsewhere.

Mistake #4: Too much advertising

No one likes being bombarded with emails or ads. It’s like salt in food: a little enhances the flavor, too much ruins the dish.

How to avoid mistakes

Here are some tips to help:

• Listen to your customer. A simple “Thank you for your feedback” already creates a sense of care.
• Act quickly. Customers don’t want to wait weeks for a reply. Quick responses are your superpower.
• Be genuine. Don’t make customers feel like they’re talking to a robot.

Turning customer experience into your greatest asset

Customer experience isn’t just a “nice bonus,” it’s the foundation of modern business success. Think of it as a gold mine: it requires effort and attention, but the rewards are unmatched.

Why CX is a strategic asset

Here are a few compelling reasons:

1. Customers become your advocates. Think about the last time a friend recommended a great restaurant or movie. You probably wanted to try it immediately. The same works in business: 92% of people trust recommendations more than advertisements.
2. Loyalty is always cheaper than acquisition. Attracting a new customer is five times more expensive than retaining an existing one. And if that loyal customer brings friends, it’s a jackpot.
3. Emotional connection translates to profit. People remember how you made them feel. If you’re associated with positivity, they’ll stick with you even if they find a slightly cheaper alternative.

How to integrate CX into your strategy

Recommendations:

1. Make the customer the center of your business. Ensure every employee understands: without customers, there’s no business. From the security guard to the CEO, everyone should contribute to a positive experience.
2. Personalize communication. Generic emails starting with “Dear Customer” no longer work. Address them by name, consider their purchase history, and offer something truly useful.
3. Collect feedback. Don’t hesitate to ask customers about their experience. Feedback is your roadmap for growth. Use it as a compass.

What to do today

At a minimum, take these steps:

1. Conduct a customer survey.
2. Analyze the “customer journey” from first contact to purchase.
3. Implement at least one element of personalization.

Take the first step toward your customers today. Start simple: listen to them, ask what they like and what needs improvement. Because your customer is your greatest asset.