What does a company gain by developing a customer experience management strategy?

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A few years ago, a report by the Association for the Development of Customer Experience (DEC) showed that the difference in year-on-year growth between the two best brands in customer experience and the two worst can be up to 26 percentage points.

This is what companies that invest in customer experience gain: growth.

Growth that is based on the three known benefits of customer experience that I mentioned earlier, which are greater loyalty, a greater number of recommendations and an increase in portfolio share.

Principles that make customer experience work
When we think about the principles underlying customer experience, the emphasis is not, and should not be, on what companies do to attract or retain customers, but on what naturally makes customers engage with brands.

And within this, the first obvious truth is that we no longer buy products and services, but experiences.

We want to be part of experiences that contribute something to our biography, if not to our identity.

This is a trend that has been observed almost since the beginning of this century, and it will probably continue for quite some time.

The question is which experiences really count.

And there are two absolutely fundamental keys here.

First of all, we are won over by those experiences that awaken positive emotions in us. dubai mobile number list In other words, we don't even buy experiences, we buy emotions.

On the other hand, we are also won over by those experiences that have a suggestive and well-crafted narrative and that, in addition, fit with our biographical itinerary, that is, they fit with us and therefore make it easier for us to identify with them.

Bottom line: half of customer experience is made up of emotions, and the other half is made up of narratives.

Tools used
Fortunately, we already have a set of proven tools to generate a memorable customer experience.

The list is long, but I would highlight the customer journey (extended by the service blue print), customer archetypes and empathy maps and, of course, design thinking, which also has its application within this discipline. We also have measurement and voice of the customer tools, such as NPS and sentiment analysis. At La Salle we also give a lot of importance to tools that allow us to generate a unique identity and to those that facilitate the design of experiences at