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With each passing day, more and more Brazilian companies are creating and developing departments focused on a topic that has been on the international market's radar for a long time. The so-called Customer Experience.
But after all, What is CX and its brothers Customer Success and Customer Service? How can a department focused on this subject boost the success of companies and how does this all work within Aboissa?
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There are many questions and many answers, so let's go in parts. The term CX and its theories emerged in the 90s and since then its definition has undergone a real metamorphosis due to changes in the company & customer relationship over time.
Currently, customer experience is the entire journey of interactions that a customer will have when contacting a specific company, focusing on the analysis of each part of the process and aiming for the so-called “brand loyalty”, which is the term used for loyalty. of your customer base.
CX encompasses both customer success and customer service. The first department is focused on helping the customer so that they can achieve their final objective in the most fluid way possible, improving the company's so-called Customer Lifetime Value (CLTV), which is the measurement of the value that the customer will return to your company over time. course of time. It is extremely important that the customer success unit works hand in hand with marketing and the commercial department to be as efficient as possible.
A company's customer service is more focused on assistance and solving problems that a customer may have during their journey, providing support and giving the feeling of support throughout the journey, which ends up helping both customer success and the customer experience.
At Aboissa, we have had a department focused on customer experience since the beginning of 2020, guiding and assisting our customers from the first contact, accompanying them until they are directed to our commercial specialists and nourishing each one weekly with content segmented by the interest and market that each contact acts.
It is important to understand that the difference between competitive companies and those that are now recognized by the term “top of mind” is not only in the quality of products/services or competitive prices, but also in the investment in each part of the journey that each specific customer takes. you will have throughout your journey.
Author: Mateus Ramos | Customer Service department analyst
