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Siegfried SchneiderCMO, Red Dot Design
customer experience
12 min
Written by Daniel Luecke
In this article, you’ll learn five practical tips to turn every touchpoint into an unforgettable experience – from clever data analysis to empathetic service. Read on and discover how to take customer experience to the next level!
It is now clear that an outstanding customer experience is more than just a pretty buzzword – it is vital for the survival of any company. Whether in B2C or B2B.
A positive customer experience anchors your brand deeply in the minds of your target group and promotes long-term customer loyalty, which is not only noticeable through better sales, but also through recommendations from new consumers.
In this article, we will guide you step by step through a sustainable concept that takes into account all the important elements of your customer experience: from precise data collection in your CRM, to smart automation of repetitive tasks, to personal and empathetic interaction on every channel.
You will learn how to use intelligent analysis and surveys to collect valuable customer data and translate this into concrete measures for your support and marketing department.
In the end, you will understand how you can use efficient management and targeted optimization steps to ensure that every single touch your customer has with your product actually feels like a well-rounded experience. And you will ensure a measurable competitive advantage in the long term.
Customer experience refers to all the impressions and feelings that a customer has when interacting with your company. This begins with the first glance at your website or product, and extends through the purchasing process to support and aftercare. Every touchpoint contributes to how the customer perceives your brand.
Rational aspects such as delivery times and price are just as important as emotional factors – for example friendliness in customer service or a simple ordering process. A good customer experience is always holistic.
It combines technical processes with a personal approach and automated workflows.
A positive overall experience strengthens trust and promotes customer loyalty because satisfied consumers are more likely to buy again and recommend your brand to others.
In short: the customer experience is the sum of all experiences that a customer has with your company – and the decisive lever for long-term success.
Customer service and customer experience are often used interchangeably, but they have different focuses. Customer service primarily refers to direct support in the event of problems, questions or complaints.
This is about quick solutions, competent advice and friendly interaction.
Customer experience, on the other hand, is much more comprehensive: it looks at all phases of the customer journey, from initial interest to post-purchase use.
While service is an important component, marketing messages, website usability, product quality and aftercare also play a role. So while outstanding customer service can improve the customer experience, it is not enough on its own.
Only when all touchpoints are seamlessly intertwined can a consistent experience be created that positively surprises the customer and creates emotional loyalty.
In saturated markets, products and prices only differ marginally. The real difference comes from the experience you offer your customers.
Good experiences increase customer satisfaction and strengthen brand loyalty. Studies show: Companies with an excellent customer experience grow significantly faster and achieve higher margins. At the same time, support costs are reduced because proactive interaction and automated processes solve or even prevent problems at an early stage.
An improved customer experience leads to more recommendations and reduces the churn rate. Decision-makers expect seamless processes and individual service, especially in the enterprise environment. If you perform poorly here, you risk not just one customer, but your entire reputation.
Therefore, the continuous optimization of the customer experience should be included in your central management goal.
To evaluate your measures for increasing customer experience management, you need the right KPIs. Classic KPIs are the Net Promoter Score (NPS), which measures the willingness to recommend the company to others, and the Customer Satisfaction Score (CSAT), which measures satisfaction after each interaction.
The Customer Effort Score (CES) is also worthwhile to see how easy or time-consuming a process was for the customer. It is important not only to look at individual values, but also to analyze them over time. This will show you whether your optimizations are working.
Link these KPIs with operational data from your CRM to uncover patterns by product group, target group or channel.
Make sure you collect the data consistently and discuss it regularly with your team. Only with clearly defined KPIs can you create transparency and actually manage and improve your customer experience.
The basis of every optimization is a reliable data basis. First of all, you should introduce a professional survey platform to collect direct feedback on the current customer experience. Combine standardized metrics such as NPS, CSAT and CES with open questions to map both quantitative and qualitative customer experiences.
Save all results directly in your CRM or a specialized customer relationship management system and link them to other customer data such as purchase history and support tickets. This allows you to recognize typical customer profiles and identify conurbations in need of optimization at an early stage.
You can also set up automated dashboards that visualize KPIs in real time.
In addition to absolute scores, make sure that you also look at the development over time: Where are scores improving, where are they stagnating, where are they deteriorating?
Carry out regular segment analyses to understand whether certain products, regions or channels are showing weaknesses. Share these insights across teams – marketing, sales and support benefit equally from a shared view of the customer experience.
Approach where your customer service teams seamlessly track all interactions across channels. Whether by email, phone, chat or social media – the customer receives the same information everywhere and doesn’t have to repeat themselves.
This ensures a smooth service flow and minimizes waiting times. You can also focus on personalization: use collected customer data to issue individual recommendations for product packages, special offers or additional services.
Automate simple standard inquiries with AI-based chatbots that answer common questions immediately and forward complex inquiries directly to human experts. Such intelligent workflows increase the resolution rate and free up your team to focus on strategic tasks.
Establish clear escalation processes so that dissatisfied customers are connected to a personal contact in the shortest possible time, demonstrating that you really care about their satisfaction.
A successful CX strategy needs clear responsibilities and defined processes. Designate an independent role in management – such as a Head of Customer Experience – who acts as a central point of contact across departments. Set up regular review meetings in which you discuss the most important best practices and prioritize optimization candidates.
Ensure that marketing, sales, product development and support work together as a team and work towards the same goals. Technically, you will benefit from modern platforms that automatically merge customer data from all sources.
With CRM integrations and open APIs, you avoid data silos and ensure that every department always has access to up-to-date information. Rely on automation to delegate routine tasks: AI-powered tools can perform standard processes – such as making appointments or simple requests – and alert you when human intervention is required.
To really optimize the customer journey, start with a detailed journey mapping. Identify every touchpoint – from the first Google search to product demos and after-sales support. Document your customers’ experience at each channel, collecting both internal data and direct feedback assessments.
In the next step, you prioritize weak points according to their impact on the customer experience and the effort required to implement them. Define a clear action plan for each identified improvement: What technical adjustments are necessary?
Do training courses or work instructions need to be created for the team? Test new functions in A/B experiments and incorporate real-time feedback from real consumers. After implementation, analyze the customer experience again and track the development of your KPIs.
Bad experiences cannot always be prevented. The decisive factor is how you deal with them. If a customer gives negative feedback, contact them directly – personally and empathetically. Listen actively and apologize for the inconvenience.
Document the exact causes and include them in your management reporting in order to eliminate structural errors. Then offer a concrete plan to make amends, for example a free upgrade or a discount on the next product.
Communicate openly what measures you have taken to avoid similar problems in the future. This transparent approach turns many negative customer experiences into positive anecdotes that you can later use as a best-practice case study.
At the same time, you demonstrate to your team that all feedback, both positive and negative, is valuable input for continuous growth.
With these five tips, you can lay the foundation for an outstanding, measurable and scalable customer experience in your company. Through systematic data collection, strategic management, targeted automation and empathetic interaction, you can increase your team’s efficiency while ensuring consistent and compelling experiences. You turn negative customer experiences into opportunities to strengthen your customers’ loyalty in the long term.
Daniel Luecke
Director Software Solutions
I work together with my colleagues to make our product a little better every day – and to be a partner who helps our customers work successfully with their media and product data.