In an increasingly mobile, social and multichannel world,
the needs and behavior of users change, while new opportunities for interaction
and relationship with brands are created. The Customer Experience (CX) is
undoubtedly today a key element of the business, on which the success of the
company depends. Fortunately, there are increasingly innovative digital
platforms and technologies to guarantee tangible results, as the Moleskine case
shows
he Customer
eXperience (abbreviated CX ) is the overall experience that customers
experience throughout their relationship with the company: not just shopping ,
therefore, but an interaction / relationship that includes customer care and
support and interaction with the brand . Never before has the experience been
so strategic and differentiating for a company, so much so that today the
Customer Experience has become decisive within the Marketing strategies ,
including Digital Marketing. For decades the mantra has been "the Customer
is the King" ("the Customer is the King"), but only recently has
this slogan succeeded in getting into every aspect of the business, making the
Customer eXperience a real and its own "business discipline" to
govern (not surprisingly we talk about Customer eXperience Management and
Customer Journey management ): strategies, processes, organization, assistance,
everything is currently focused on the customer and above all on the experience
that it lives.
Many analysts argue that business success today depends
first and foremost on how a company relates to its customers; people interact,
communicate and spend money no longer following only the influence of
advertising messages and marketing actions, but rather by virtue of the
experiences they experience in interaction with brands. It is an important
change of perspective because, from this point of view, the success of a
company no longer depends only on its product and service (although these
obviously remain a foundation) but on how they are "experienced" by
users before, during and after purchase. Therefore, not only the Marketing and
Communication divisions are impacted but the whole company, from pre-sales to
the supply chain, from HR to assistance: think of how much delivery and
packaging affect the experience of a product, or the kindness and professionalism
of the staff in the store, on the phone and in online chats.
The Customer Experience, explains P4I expert Federico della
Bella, can be defined as a sequence of interactions that take place between a person
and a brand in a series of contact points (the touch points ) along the journey, or the Customer Journey and during the entire life cycle of the
customer, that is the path that the customer travels numerous times during the
entire useful life. These
interactions generate cognitive,
emotional, behavioral and sensory impacts. In each touch point an exchange of
information, data and sensations takes place.
