{"id":881,"date":"2014-08-12T13:27:18","date_gmt":"2014-08-12T11:27:18","guid":{"rendered":"https:\/\/merlinleonard.com\/en\/?p=881"},"modified":"2023-04-21T12:26:57","modified_gmt":"2023-04-21T10:26:57","slug":"the-customer-experience-and-the-importance-of-the-customer-course","status":"publish","type":"post","link":"https:\/\/merlinleonard.com\/en\/the-customer-experience-and-the-importance-of-the-customer-course\/","title":{"rendered":"The customer experience and the importance of the customer journey"},"content":{"rendered":"<div class=\"video-container\">\n<p><iframe loading=\"lazy\" class=\"entered lazyloaded\" src=\"https:\/\/www.slideshare.net\/slideshow\/embed_code\/key\/D7i9LiTRb2fGOr\" width=\"427\" height=\"356\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-src=\"https:\/\/www.slideshare.net\/slideshow\/embed_code\/key\/D7i9LiTRb2fGOr\" data-ll-status=\"loaded\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<div><strong><a title=\"SunTseu - les fondamentaux du Digital Marketing part 1\" href=\"https:\/\/www.slideshare.net\/SunTseu\/suntseu-les-fondamentaux-du-digital-marketing-part-1\" target=\"_blank\" rel=\"noopener\">SunTseu \u2013 les fondamentaux du Digital Marketing part 1<\/a>\u00a0<\/strong>from\u00a0<strong><a href=\"https:\/\/www.slideshare.net\/SunTseu\" target=\"_blank\" rel=\"noopener\">SunTseu<\/a><\/strong><\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<h2>A great time<\/h2>\n<p>For those of us who are sensitive to <a href=\"https:\/\/merlinleonard.com\/en\/introduction-to-the-customer-experience-in-8-points\/\">customer experience<\/a>, let&#8217;s face it, we live in great times! From ordering a cab via my <em>smartphone<\/em>, to my favorite online bookstore recommending the latest comic book based on my tastes, to some content I receive via email that <em>I&#8217;m particularly interested in<\/em>, more and more <strong>brands are standing out from the crowd<\/strong> because of their focus on <strong>customer satisfaction<\/strong>.\u00a0As a consumer, I find myself more and more often saying &#8220;Wow, this is obviously what I needed: it was so easy!&#8221; Customer experience is a strategic lever that is not lost on brands: according to a study conducted by Oracle, more than 90% of brands consider &#8220;<strong>Customer Experience<\/strong>&#8221; to be <strong>crucial to their competitive advantage<\/strong>. On the consumer side, we would be 80% <strong>willing to pay more<\/strong> to have a successful customer experience. But let&#8217;s stop for a moment.<\/p>\n<h2>What is Customer Experience?<\/h2>\n<blockquote><p>&nbsp;<\/p><\/blockquote>\n<div class=\"su-quote su-quote-style-default\"><div class=\"su-quote-inner su-u-clearfix su-u-trim\">Customer Experience refers to all interactions and emotions experienced by a customer before, during and after the purchase of a product or service.<\/div><\/div>\n<blockquote><p>&nbsp;<\/p><\/blockquote>\n<p>Simply put, a successful customer experience is like a Christmas morning.<\/p>\n<h2>A real gap<\/h2>\n<p><strong>70% of brand executives<\/strong> surveyed by Oracle believe they deliver a perfect experience to their customers, while only <strong>30% of those same customers<\/strong> feel satisfied. So there is a <strong>real gap<\/strong> in the <strong>perception<\/strong> of what a <strong>successful customer experience<\/strong> is.<\/p>\n<h2><strong>Une alchimie complexe<\/strong><\/h2>\n<p>Delivering a great customer experience is not easy and varies depending on whether you are in the B2B or B2C space: you will not try to create the same emotions if you are addressing professionals or individuals. Optimizing your customers&#8217; experience may require <strong>redesigning<\/strong> your store, <strong>rethinking your website<\/strong>, producing <em>content<\/em> that tells a <em>story<\/em>, even<em> rethinking your business model<\/em>&#8230; But whatever the case, the key factors are :<\/p>\n<ul>\n<li>Create a relationship of <strong>trust<\/strong> with your prospect from the first interaction until after the purchase<\/li>\n<li>Be <strong>relevant<\/strong> in your communication (transmit the right message at the right time), and go as far as creating a personalized conversation with your prospect<\/li>\n<li>Think about this conversation and your buying process <strong>in a continuous way on all media<\/strong> (move from a <strong>multi-channel strategy<\/strong> to an <strong>omnichannel strategy<\/strong>)<\/li>\n<li><strong>Simplify<\/strong> the customer journey, i.e. eliminate areas of discomfort or uncertainty, as well as improve and multiply the opportunities to make a purchase<\/li>\n<\/ul>\n<h2 id=\"importance_parcours_client\">The importance of the customer journey<\/h2>\n<p>One of the reasons for this gap is that the brand 1\/ <strong>is not aware of its customers&#8217; journey<\/strong>, or 2\/ thinks that the Customer Experience is limited to its &#8220;<strong>visible<\/strong>&#8221; <strong>contacts<\/strong> with them. However, the <strong>customer journey<\/strong> starts well before a contact with a sales person: it is estimated that <strong>70% of the time spent before a purchase is made without direct contact with the brand<\/strong>.\u00a0Even if there is no direct contact, the customer does have &#8220;moments&#8221; with your brand: this can be on social networks, on search engines (with the predominance of Google) or by talking to friends.<\/p>\n<p>Hence the importance for the marketing department <strong>to model the path of potential customers<\/strong>, regardless of the medium:<\/p>\n<ul>\n<li>&#8220;Here, I need to change my blinds&#8221;.<\/li>\n<li>&#8220;My CRM project is about to end, maybe I need to take care of the maintenance&#8221;.<\/li>\n<\/ul>\n<p>Consumers will start to search on the internet, ask friends, use comparison sites&#8230; Little by little, their vision will start to form by comparing technologies or services first, then brands directly. Their choice will be a direct consequence of the actions implemented by the company. Whether the customer journey is short or long (depending on the type of company or the sector), it is fundamental for a brand <strong>to be an aid in the prospect&#8217;s journey as far upstream as possible<\/strong>: this is what will make the difference at the moment of choice.<\/p>\n<h2 id=\"experience_client_reussie\">Successful customer experiences are still in the minority&#8230;<\/h2>\n<p>In fact, &#8220;<strong>negative<\/strong>&#8221; experiences still far <strong>outnumber<\/strong> successful ones. For example, how much spam do we receive every day? How many advertisements do we see on the street every day that have absolutely nothing to do with us? How many calls in the evening for a product or a service that we don&#8217;t need? The answer is surprising: according to Adbusters (2011), we are subjected to <strong>no less than 3000 advertising messages per day<\/strong>. But what is a negative customer experience, and why are we still bombarded with it? You&#8217;ll find out in the next article&#8230;<\/p>\n<p style=\"text-align: right;\"><a href=\"https:\/\/merlinleonard.com\/le-marketing-old-school-outbound-marketing-saturation-de-la-communication-et-pilotage-a-laveugle\/\">Next article: &#8220;Old school&#8221; marketing: saturation of communication and blind steering&gt;&gt;<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>SunTseu \u2013 les fondamentaux du Digital Marketing part 1\u00a0from\u00a0SunTseu &nbsp; A great time For&#8230;<\/p>\n","protected":false},"author":2,"featured_media":882,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"","_yoast_wpseo_linkdex":0,"_yoast_wpseo_content_score":60,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[28,36,43,44],"technology":[],"class_list":["post-881","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-posts","tag-customer-experience","tag-inbound-marketing","tag-marketing-stack","tag-marketing-strategy"],"acf":{"rsrc_module":null,"meta_duration":10,"meta_difficulty":"dif-beginner","modules_bottom":null,"post_or_page":"","agenda_shortcode":"","post_featured_image_style":"normal","ressources_video":"","post_subtitle":"How Digital Marketing can improve the Customer Experience ? (1\/4)","modules":null},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The customer experience and the importance of the customer journey - Merlin\/Leonard<\/title>\n<meta name=\"description\" content=\"Let&#039;s start by modeling the customer journey and identifying the contact points to offer a good customer experience\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/merlinleonard.com\/en\/the-customer-experience-and-the-importance-of-the-customer-course\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The customer experience and the importance of the customer journey\" \/>\n<meta property=\"og:description\" content=\"Let&#039;s start by modeling the customer journey and identifying the contact points to offer a good customer experience\" \/>\n<meta property=\"og:url\" content=\"https:\/\/merlinleonard.com\/en\/the-customer-experience-and-the-importance-of-the-customer-course\/\" \/>\n<meta property=\"og:site_name\" content=\"Merlin\/Leonard\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/MerlinxLeonard\/\" \/>\n<meta property=\"article:published_time\" content=\"2014-08-12T11:27:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-04-21T10:26:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2023\/04\/Matin-de-Noel1-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"940\" \/>\n\t<meta property=\"og:image:height\" content=\"580\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sylvain Davril\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@sdavril\" \/>\n<meta name=\"twitter:site\" content=\"@MerlinxLeonard\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sylvain Davril\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/the-customer-experience-and-the-importance-of-the-customer-course\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/the-customer-experience-and-the-importance-of-the-customer-course\\\/\"},\"author\":{\"name\":\"Sylvain Davril\",\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/#\\\/schema\\\/person\\\/93183ed8a72e1d4f8f4ca3c5a17f2589\"},\"headline\":\"The customer experience and the importance of the customer journey\",\"datePublished\":\"2014-08-12T11:27:18+00:00\",\"dateModified\":\"2023-04-21T10:26:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/the-customer-experience-and-the-importance-of-the-customer-course\\\/\"},\"wordCount\":776,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/the-customer-experience-and-the-importance-of-the-customer-course\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2023\\\/04\\\/Matin-de-Noel1-1.jpg\",\"keywords\":[\"customer experience\",\"inbound marketing\",\"marketing stack\",\"marketing strategy\"],\"articleSection\":[\"Posts\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/merlinleonard.com\\\/en\\\/the-customer-experience-and-the-importance-of-the-customer-course\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/the-customer-experience-and-the-importance-of-the-customer-course\\\/\",\"url\":\"https:\\\/\\\/merlinleonard.com\\\/en\\\/the-customer-experience-and-the-importance-of-the-customer-course\\\/\",\"name\":\"The customer experience and the importance of the customer journey - 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