Customer Experience: How Is It Related on a Daily Basis to CRM and UX?

Customer Experience refers to the experience a company offers its customers. Everything matters, since the process begins when users first discover the brand and does not end with the purchase, but extends into the post-sales stage. While this concept did not originate in the technological era, the process is different today because the storefront is the official website itself, open 24/7.

For this reason, in this article by Tuxdi Digital Agency, we explain what the acronyms CX, CRM, and UX mean and why you need them in your online marketing strategy.

Why Is It Important to Design a Strong Customer Experience in My Digital Business?

When you enter a clothing store, it feels good to be greeted with a friendly “good afternoon.” You also appreciate background music that is not too loud, so you can ask the sales assistant your questions. And having a refund policy in case the item is not the right size for a friend would be ideal. If these three factors are present, the Customer Experience (CX) offered by the brand will be positive.

Now imagine the same store, but online. The digital marketing department should design an equally effective CX strategy, right?

Every time a user clicks on your website, they receive a series of stimuli that generate certain sensations, which later translate into specific actions, such as adding a product to the online cart.

However, for a person to become a customer of the brand, it is necessary to develop an impeccable Customer Experience Management (CXM) strategy.

Disney Plus as an Example of Excellent Online Customer Experience

Let’s look at an established company to better understand what CX is and how it can be successfully implemented. Disney Plus bases its advertising campaigns on emotional marketing, identifying the feelings and emotions they want to evoke in customers and delivering a message aligned with them.

For example, the joy of eternal youth. On the platform, users can stream childhood movies beloved by millions, new releases such as Encanto, and series to enjoy alone or with others. This creates powerful memories, sensations, and emotions that make consumers “feel at home” when they type in the URL.

The fact that most Disney fans renew their subscriptions is partly due to the following:

Employees, even if customers never see their faces, deeply understand the value and benefits of the brand. The training they receive from the moment they are hired—known as employer branding—gives them the tools needed to deliver top-tier customer service.

The platform is designed with a strong focus on User Experience (UX). This means developing an interface that meets customer needs and desires.

Is It Worth Investing in Good Customer Relationship Management?

CRM (Customer Relationship Management) is essential for any online business. It focuses on managing customer relationships and continuously strengthening the bond between consumers and the brand.

A study conducted at the end of 2020 by Walker, a U.S.-based pioneer in Customer Experience Management, concluded that CX would become more important in online purchasing decisions than price or even the product itself. That same year, Grovee published a comprehensive study highlighting the following:

More than 65% of marketing specialists state that their companies differentiate themselves from competitors by offering a personalized Customer Experience.

Around 74% of users would switch brands—even if they like the product—if they find the purchasing process too complex, such as long waits for customer support, slow website loading times, or delayed responses on social media.

What Data Should I Base My CX and CRM Design On?

Companies, especially large ones, can rely on extensive market research. While there are advantages and disadvantages to CRM systems, small and medium-sized businesses can also design sales processes that effectively satisfy customers.

Analyze stored information about past customers and visitor behavior on your website: where they click, how long they stay on an article, which questions are most frequently asked in customer support. One of the keys to Customer Experience is maintaining an ongoing conversation with customers in order to anticipate their needs and offer a personalized service.

Plan email marketing campaigns to promote new offers, reward loyal users, send anniversary messages, or request feedback after a purchase. Email lists are built through newsletter subscriptions or user account registrations.

A strong social media presence is essential. In addition to publishing quality content that reflects the company’s values, messages and comments must be answered as quickly as possible.

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