When we talk about customer experience we are referring to a concept that, thanks to the development of new technologies, goes far beyond the degree of customer satisfaction after interacting with a company and focuses on the challenge of building loyalty with the new digital consumer by detecting and anticipating their needs in order to offer them a product or service that meets their expectations.

Why is customer experience important in the context of the digital transformation of companies? Customer experience is essential in an increasingly digitalised environment in which competition has multiplied exponentially. Managing to connect with the customer, both emotionally and in terms of the product/service offered, means boosting a company’s growth.

We can say that the keys to customer experience are based on the following decalogue:

• It is a key element of transformation for the competitiveness of companies.
• The customer experience is generated from all interactions with the customer, who becomes the centre of any strategy.
• It must be relevant, differential and transmitter of the brand.
• It is rational, but also takes into account the importance of the emotional component.
• A customer experience strategy is always based on knowledge of the customer.
• It must be known by all employees based on an integral and unique culture.
• It requires specialised professionals, but with a global vision.
• It works with specific methodology and know-how.
• A customer experience strategy is measurable and its levers are identifiable and actionable.
• It enables the sustainable development of results: it improves customer acquisition, retention and bonding and drives customer loyalty.

What are the keys to promoting a customer experience strategy in companies? What are the basic tools for improving and understanding the customer experience? How can we anticipate and meet consumer expectations in order to offer them a service or product that satisfies their needs? These are some of the keys to keep in mind:

• Active listening: In a customer experience strategy it is essential to know the customer’s opinion, to know their degree of satisfaction, to respond to their doubts and queries… In short, to know what the consumer says and what they think of the brand and the services offered to them. To this end, communication on social networks is essential and must be active, bidirectional and take advantage of all available channels (omnichannel).
• Changes in internal organisation: Focusing on the customer experience also implies a change in the internal processes of companies. Committing to a customer experience strategy means promoting a new business culture model in which employees and all the company’s management positions must be involved. In this sense, training and knowledge of new ICT tools are essential.
• Commitment to mobile technology: As a means of establishing direct contact with the customer and as the centre of any customer experience strategy. The smartphone is already the main means of accessing the Internet and the fundamental tool for online purchases and payments. Any marketing or communication action must use the mobile phone as the main channel for dissemination.
• Boosting innovation: Within this change in internal organisation, one of the pillars is the constant commitment to innovation and the generation of new services and products that anticipate or respond to the needs of the consumer. Both current and future customers. At this point, the role of the company’s employees and the development of corporate entrepreneurship is essential.
• Information analysis: In a strategy focused on customer experience, it is not only important to know what customers say, but also how to generate new business opportunities based on the information they provide. The use of statistical analysis tools, as well as Big Data and Small Data must be part of any digital marketing action for companies.
• Quick and personalised response: There is no point in knowing and analysing the opinions and experiences of customers if they do not receive a quick response from the company. In the same way, responses must include elements that facilitate feedback with the customer through forms and a permanent control and evaluation of the quality of the service. These responses should not only respond to questions or queries, but should also anticipate or inquire about future needs without falling into intrusive advertising.
• Constant adaptation to change: Both in terms of the tastes and needs of the digital consumer and in terms of the company’s own processes and perspectives. A customer experience strategy is intimately linked to digital transformation and, consequently, in permanent change. What works today may no longer be valid tomorrow, so it is necessary to be prepared and anticipate something that is achieved with knowledge and an appropriate organisational structure adapted to these processes.