Any business owner worth their salt understands that their clients are their most valuable resource. That almost goes without saying, right?
But with so many client-oriented elements within the marketing sphere, it can be tricky to prioritize.
So, in this article, we’ll delve into customer engagement vs customer experience argument. Hopefully, this will help you gain a fresh perspective on the topic.
That’s enough preamble. Let’s dive into the nitty-gritty of this blog post!
In simple terms, customer experience is how the customer rates the journey they’ve had with your company.
It doesn’t matter whether they’re just perusing the aisles or gone ahead and bought something, this all comes under the umbrella of ‘customer experience.’
It’s a central aspect for measuring how satisfied or disappointed they were when they came into contact with your brand.
Granted, it’s a somewhat subjective element. Every customer will have their own definition of a pleasant experience.
As you may have already guessed, customer service plays a part in enhancing the experience of your shoppers. The more efficiently your customer support team can solve their problems, the more satisfied the client will be. Simple, right?
Another critical aspect of the customer experience is ensuring you provide consumers with a well-designed product.
This includes its:
You get the idea!
To ensure the shopper has an excellent customer experience, you need to meet (or exceed) their expectations.
Other aspects, like the speed of delivery, convenience, and friendly staff, also play a part in the customer experience you create. Should any of these elements fail, the experience is automatically less satisfying for the customer.
You’ll often find that customer engagement ends up being likened to the consumer experience.
While both involve customers, that much is true. But, there are key differences.
Engagement is more about keeping in contact with the client outside of product-related matters. As such, customer engagement refers to all communication between the client and the company.
Whereas, customer experience looks at the shopper’s journey as a whole — make sense?
It doesn’t matter which communication channel you use. Reaching out to your customer base and maintaining your relationship with them is crucial to the success of any business.
Needless to say, one of the goals of customer engagement is to maintain and grow your client base.
Engaging with customers can be done using a variety of ways. For instance:
- Social media
- Email notifications
- SMS text messaging
Just to name a few!
Effectively engaging with your customers helps to retain them and keep them returning to your business. This is crucial for a company’s growth.
A business may work with a marketing expert to create a comms campaign that not only reflects the brand but also engages with their audience better. If you have little (or no) marketing experience, this is usually the best way to go.
Confusion Surrounding the Customer Engagement vs Customer Experience Debate
Despite the customer engagement vs. customer experience debate, these aspects work best for your business when they complement each other as part of your broader business plan.
It stands to reason, any business relies on clients and/or customers to grow. The more satisfied the client is with their customer experience and the more engaged they are with your brand, the more growth the company should expect. Simple, right?
There are two layers to this formula. Customer experience measures how the customer feels about the business, while customer engagement is about connecting to the client base.
The two areas are linked. If a client feels satisfied with his service and feels like they’ve had a good experience, they’re more likely to return and better engage with your brand. There’s also the prospect of them recommending your company to someone else — win-win!
Likewise, should you engage the client and build trust between your customers and your business, it’s more probable that they’ll enjoy a pleasant experience.
Let’s take a look at an example where customer experience and customer engagement come together. For instance, a business could launch a new product and then release a follow-up survey.
Not only do loyal clients get to experience the latest product, but they also have the opportunity to engage with your brand by providing their opinion and feedback.
You can then compile this data and use it to better improve the customer experience you provide in the future.
At the same time, the company will be able to plan their next steps according to the feedback they got.
This will ensure that the next product that’s released will avoid certain flaws. In turn, the client base will be more satisfied with the improved product.
Do You Now Know the Difference?
We hope that having read this article, you now have a better idea of what the customer engagement vs customer experience entails.
To put it simply, customer engagement and customer experience should be used in tandem. When utilized to meet your broader business objectives, you should see them improve one another, and hence grow your business.
The client will always remain the most crucial part of any business or service, which is why both your customer engagement and customer experience strategies deserve your time and attention.
To summarize, customer experience can measure the initial reaction, while customer engagement can impact the relationship and create loyal customers.
Should you have any questions, or would like to share some of your insights, do not hesitate to contact us.