[Improvement Points Explained] What is Customer Experience (CX)? Differences from CSM and UI/UX

1. What is CX (Customer Experience)?

CX (Customer Experience) refers to the value of the experience a customer has with a company. Specifically, it is a concept that encompasses everything from before a purchase to after-sales support.

In the past, the value provided to customers was mainly centered on the "product itself," such as its price and functionality. However, with the current abundance of similar products and services, it has become difficult to differentiate based on these factors alone.

In such a market environment, maximizing the emotional and psychological value customers gain from their interactions with a company is crucial for differentiation. This is where the importance of CX lies.

2. Differences Between CX, CSM, and UI/UX

CX is often confused with terms like CSM (Customer Satisfaction) and UI/UX. While they are related, their definitions and scopes differ.

2-1. Difference Between CX and CSM (Customer Satisfaction)

CSM (Customer Satisfaction) is a metric that measures how satisfied a customer is with a product or service.

While both CX and CSM focus on the customer, their approach to time is different. CSM typically measures satisfaction at a "specific point in time," such as immediately after a purchase or after using a service.

In contrast, CX encompasses the entire process from discovering a product to post-purchase support. CSM can be considered one component that contributes to the overall CX.

2-2. Difference Between CX and UX/UI

UX (User Experience) refers to the experience a user has through a specific product or service. UI (User Interface) refers to the touchpoints between the user and the product, such as screen design and button usability.

The main difference between CX and UX/UI is the "scope of the experience." UX and UI focus on the experience within a specific product or service.

CX, on the other hand, covers all touchpoints with the company, including interactions that occur outside of the product itself, such as advertising, sales rep interactions, and customer support. UX/UI are essential elements for improving CX.

3. Merits of Improving CX

Improving CX provides numerous benefits for a company. Here are three major merits.

3-1. Prevention of Customer Churn

By providing an exceptional experience throughout the customer journey, you can increase customer satisfaction and build trust, which leads to higher retention. When customers are satisfied not just with the product but also with the support and overall brand interaction, they are less likely to switch to competitors.

3-2. Acquisition of New Customers Through Word-of-Mouth

Customers who have had a great CX are likely to share their positive experiences on social media or recommend the company to others. This word-of-mouth becomes highly credible social proof, leading to the acquisition of new customers at a lower cost.

3-3. Improved Brand Image

Consistent and high-quality CX across all touchpoints strengthens the brand identity and improves the overall brand image. A company known for its excellent customer experience is perceived as more reliable and valuable by the market.

4. Points for Improving CX

To effectively improve CX, consider the following three points.

4-1. Visualization of the Customer Journey

First, create a "Customer Journey Map" to visualize all the touchpoints between the customer and the company. This helps identify where problems occur and which touchpoints have the most significant impact on CX.

4-2. Company-Wide Collaboration

CX improvement is not just the responsibility of the customer support department. It requires collaboration across all departments, including marketing, sales, product development, and management, to provide a consistent and seamless experience.

4-3. Utilization of Customer Feedback

Actively collect and analyze customer feedback through surveys, reviews, and social media. Using this direct feedback to make actual improvements is the most reliable way to enhance CX.

Summary

CX is an essential concept for companies to survive and grow in a competitive market. By focusing on the emotional and physical value of the entire customer experience, companies can build long-term relationships with their customers and enhance their competitiveness. Use the points mentioned above as a starting point to review and improve the customer experience in your business.

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sikiapi is a tool for SNS

sikiapi is a CRM/MA (Marketing Automation Tool) centered on chatbot services, with its greatest feature being the ability to automate marketing. There are various types of marketing, such as advertisements, publicity, publications, train strap ads, and mass media like television and newspapers, but sikiapi's strength lies in SNS.
By using sikiapi, you can efficiently carry out customer response and marketing activities on LINE and Instagram. Furthermore, it can be used with only click operations, allowing even those Who are not engineers to intuitively implement highly effective measures.

What you can do with sikiapi

1. Scenario Distribution

The first feature of sikiapi to mention is its unique "Scenario Distribution" function. This feature allows you to continuously distribute multiple pre-registered text snippets or images, enabling the delivery of appropriate messages based on user behavior and reactions.

By selecting message templates from the scenario creation screen, you can easily create scenario distribution flows with only click operations.
Scenario distribution enables the following types of delivery:

• Distribute limited coupons and discount information to new followers
• Deliver recommended product information based on user behavior and interests
• Distribute guidance such as reviews and case studies

2. Segmented Distribution

It is possible to deliver messages tailored to user attributes such as age, gender, and purchase status. By implementing an appropriate approach for each person, response rates are improved.

3. Issue Unique sikiapi ID and Password

Because unique sikiapi IDs and passwords are issued, there is no need to share LINE or Instagram account credentials with operators, ensuring security in usage.

4. Other SNS Integration (LINE/Instagram Direct)

User actions and history can be shared between LINE and Instagram, reducing management effort and avoiding duplicate message distribution, enabling actions best suited for the user.

Other features include automated response functions, form functions, automatic user information reflection (not possible with standard LINE or Instagram features), and dashboard analysis functions.
If you want to improve the efficiency of your SNS operations and achieve more results, please utilize sikiapi. For questions regarding implementation or detailed information, please feel free to contact us.