The emergence of customer relationship trends in recent years is mainly due to the rapid evolution of the market. The emergence of new business models and new ways of marketing them has changed not only the working and professional landscape, but also the social one. One of the currents of thought that has gained most strength due to its impact on the communication, marketing and advertising sectors is that of Customer Experience (CX).
Customer experience is more than a term, it is a philosophy of relationship between brands and their customers. In a business environment where players have multiplied and we increasingly need a differentiation that adds value to our service, the customer experience is fundamental as another of the pieces that tip the scales. A scales full of decisions and options. We refer to the aggressiveness of the environment to define what customers only perceive as options, and the variety of options has always been positive. Aggressive for brands because customers are less and less loyal, more likely to change insurer, gym, dentist. Nowadays, except in the case of the football team, we have the feeling that no brand is indispensable (with exceptions), and this has completely changed the relationship between brands and their customers.
Customer experience is emotional, we continually refer to emotions to justify the choice of a brand. Details are becoming more and more important, because the clothes shop next door can offer you a similar shirt for a lower price, or the e-commerce can offer you a bigger discount on a garment in the style. It is not so much the brand that matters as the emotional relationship we establish with it. We are moving away from choice by decree towards emotional choice, which becomes more important the wider the market.
In the end, we are continuously referring to satisfaction, to the brand/customer relationship beyond a specific point of contact. Improving communication, regardless of the channel, will have a positive impact on the customer experience, as there will be the perception that the brand cares about solving all possible incidents that may arise.
Not only communicating, but framing that communication in a coherent strategy over time requires a consultancy that analyses the situation from the experience of the relationship with the media and knowledge of the sector. Therefore, at Proa Comunicación, by enabling brands to communicate their messages strategically, we have an impact on social perception and, therefore, on the experience that customers have in their relationship with brands.
Álvaro Ramos