Here’s why customer experience should be high on your list of priorities

Written by Phil Birss: Group CEO.
· 4 minute read


“86% of buyers are willing to pay more for a great customer experience”

These days, a positive customer experience (or ‘CX’) can have as big an impact on business as a poor customer experience…

“Globally, more than three-quarters (76%) of consumers switch to a brand competitor after just one bad experience”


Stats like this make CX difficult to ignore, and we’re seeing a shift in business priorities from factors such as price and product quality over to the overall ‘experience’ a customer receives from the off. By 2020, it’s expected the the key brand differentiator.

So from a digital perspective, how can businesses make sure CX is at the forefront of everything they do?

Working together with UX

Your website is often the first time a person will engage with your brand, and a user centred design is the first step in directly addressing your audience’s wants and needs.

It’s about anticipating pain points and providing reassurance, support and solutions through a carefully crafted journey – whatever sort of device they may be using.

Customers will always think back to the beginning of their buying journey, and if their first stumbling block was finding the solution, your CX has already suffered a knock.

Remember, happy customers will return, so website UX shouldn’t just be centred around new users – returning ones are just as, if not more important. Implementing personalisation techniques is a great way of using a customers past data to make their on-going CX even better.

UX that considers all devices will contribute to a seamless customer experience.

Keep a close eye on your social channels

With 67% of the UK population using social media, and the average user spending a huge 110 minutes on social channels per day, it’s no surprise that an increasing amount of customers are using this as a means to contact and engage with brands.

If you aren’t closely monitoring these interactions and responding to queries, your CX will suffer. And remember anything negative has the potential to be shared and viewed by thousands, severely damaging your reputation.

Major social platforms are making it easier than ever to facilitate communication with customers. For example Facebook Messenger offers a live chat feature that even allows you to automate a response instantly.

Invest in your social media presence as a priority and your customer experience will benefit.

Collect meaningful data

Customer experience is extremely valuable, but many businesses lack the data and analytics to make informed decisions and put a CX strategy in place.

Aside from the obvious ways of collecting data such as customer surveys, focus groups, reviews and social listening, we’re seeing a gradual shift towards artificial intelligence. Machine learning is allowing businesses to collect information on customer actions and improve their CX through real-time personalisation.

Aside from enhancing a customers online journey, a huge benefit of AI will be using data to identify any unhappy customers before it’s too late.


Remember it’s always better to act rather than react when it comes to CX. If you’d like a hand putting customer experience strategies in place, just give us a call.