Why has Customer Experience become so important today?
Today, many companies talk enthusiastically about the importance of putting the customer at the center of their strategy. We read it in corporate mission statements and see it in social media posts, a sign of a growing sensitivity toward those who use products and services. However, between intention and reality, there is often a gap: according to a pwc study, only 38% of customers feel they receive a truly personalized and meaningful service. This suggests that there is still a long way to go to transform that noble purpose into a concretely lived experience. But then, why is cx no longer an "optional" today, but the very beating heart of business?
Experience is the new product.
Let's be honest: in almost every sector, products and services are looking more and more alike. Technology moves fast, and technical features are easily copied. The only thing that cannot be replicated is the way you make people feel. About 88% of consumers state that the experience offered by a company is just as important as its products. We are not just talking about "customer service" (which serves to fix something that is broken), but the sum of every single interaction, thought, and perception a customer has with your brand.
The power of emotions (and numbers).
In the work we do with our clients, we always insist on one point: people are emotional beings before they are rational decision-makers. Don Norman teaches us that experience starts at a visceral, instinctive level. If the emotion is positive, we create a bond. If it is negative, it takes very little to lose a customer: 86% of people abandon a brand after just two negative experiences. On the contrary, emotional loyalty pays off, and well. Harvard business review has shown that an emotionally connected customer is 52% more valuable than a "just satisfied" customer. Satisfaction is a check on a list; emotion is what brings people back and pushes them to talk about you to others.
Real cases: when CX transforms business
To understand the concrete impact, let's look at those who have used CX as a strategic lever:
Airbnb and the scalability of attention: Brian Chesky didn't start by thinking about how to reach millions of people, but about how to make the first 100 customers live the most incredible experience of their lives. That obsessive focus on creating memorable moments generated such word-of-mouth that it made traditional advertising unnecessary in the early years, creating an unassailable competitive advantage over hotels.
Neuhaus and the generosity that generates profit: this historic belgian chocolatier decided to offer free samples of every new creation to its customers. An idea that on an excel sheet would look like a loss of costs, but in reality, it led 66% of people who entered for the gift to make an unplanned purchase. Generosity became a revenue growth engine superior to any discount campaign.
How do we start?
Bringing a customer-centric culture into a company is not a walk in the park. It requires breaking down internal silos, listening, and having the courage to put ourselves in the shoes of the people we are addressing. We do this by starting with qualitative research with customers and prospects (asking many questions and listening carefully), analyzing the current state of emotions to design the desired ones. Technology like AI is a powerful tool, but let's not forget that customers still look for human contact and empathy.
Real innovation, today, lies in returning to giving value to people.
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Photo by Matheus Ferrero