Why Customer Experience Is So Important for Your Brand

EXPEERIENCE

Let’s start with the very foundation of customer experience: How do you define customer experience? Where does customer experience fit in the long list of your company’s priorities, like having a great product or a compelling price point? And what defines a great customer experience leader?

To help answer these questions, I invited a few exceptional customer experience leaders to join me on this journey. Here is just a taste of what you’ll get in this episode:

Shep Hyken, the Chief Amazement Officer at Shepard Presentations, makes it clear that experience is every touch-point the customer has with a brand, regLet’s start with the very foundation of customer experience: How do you define customer experience? Where does customer experience fit in the long list of your company’s priorities, like having a great product or a compelling price point? And what defines a great customer experience leader?

To help answer these questions, I invited a few exceptional customer experience leaders to join me on this journey. Here is just a taste of what you’ll get in this episode:

• Shep Hyken, the Chief Amazement Officer at Shepard Presentations, makes it clear that experience is every touch-point the customer has with a brand, regardless of how big or small.
• Greg Chapman, of The Pocket CMO, explains it’s the combination of customer touch-points and user experience events that define CX in our customers’ eyes.
• Jon Picoult, of Watermark Consulting, says that price and product are closely intertwined and integral parts of the customer experience.
• Dan Gingiss, CX coach and keynote speaker, shares both price and product have been commoditized, and brands can only rely on experience as their differentiating factor.
• Jay Baer, of Convince and Convert, tells us that CX is the “tie-breaker” with customers gravitating toward the brand that delivers better customer experience than their competition.
• Frances Frei, professor at Harvard Business School, says businesses can focus on both profitability and CX, but only if they do so in the correct order.
• Blake Morgan, a customer experience futurist, says that it has become much easier for customers to switch brands and the concept of brand loyalty is much different today.

And that’s just a start!

On the next episode of ExPEERience, we’ll explore what great CX looks like. How do you know what your customers want or anticipate what they might want in the future? How can you measure if your CX strategy is working and how do you go from good to great?

I would like to thank the team responsible for the creation and production of ExPEERience: SAP Executive Producer, Melissa Lange; our production partners at Simpler Media, Evo Terra and Sam Walker; and the SAP team Ana Amman, Tram Anh Nguyen, Tara Sorman, Molly Breene, and Amber Hatfield.

I’m Paula Hansen, Chief Revenue Officer for SAP Customer Experience and the host of ExPEERience. Thank you for listening.