Understanding key stages of customer experience in 2022


The five critical stages in customer experience are awareness, evaluation, interaction, conversion and loyalty. 


Awareness is when consumers become aware of your product or brand; Evaluation is when they decide if what you offer meets their needs and wants; Interaction refers to the point at which customers use your product or service; Conversion is when they turn an interest into a purchase; Loyalty means that once they have bought from you once, they will do so again without too much persuasion. 


Here are three examples of a great customer experience:


1. Tommee Tippee Cups


Thanks to social media, the company ran into a story of a father looking for a replacement for a limited edition Tommee Tippee sippy cup for his son, Ben, who has severe autism. The sippy cup was the only one Ben would drink from when Ben’s father created the hashtag #cupsforBen. The hashtag and the story went viral which counts the company’s attention.  


As a result, Tommee Tippee decided to create a sippy cup for Ben which was a discounted cup. This was achieved simply because the company paid attention to what was happening on social media. 

2. AirBnB


They recognised that they have two different types of customers. The first was the customers looking to rent and the second group of customers were those looking out to rent their place. As a result, Airbnb made a super simple search experience for these two different groups of customers. This was achieved by monitoring and understanding different journeys that customers took when visiting their site. 


3. Adidas 


The company’s goal was to improve customer experience by personalising its messaging and content based on customer insights and user journeys. As a result, they managed to start offering a tailored-to-fit customer experience. The company managed to do it by monitoring customer behaviour and listening to their feedback.  


There is no standard KPIs for customer experience because it is too broad a term. However, there are some indicators that can be used to measure CX. These are:


Customer satisfaction: this is how satisfied customers are with your products and services, their level of customer service and how well they meet your expectations. 


Customer loyalty: the percentage of customers who shop at your store again, purchase from you again or refer  others to do so; this is an indicator of customer advocacy.


Customer complaints: how many complaints there are about your products or services and  how quickly they are resolved.


Over to you! So, in your experience: what is the best customer experience you have ever had and why? If you need some help then click here!