{"id":5603,"date":"2018-12-11T18:23:22","date_gmt":"2018-12-11T18:23:22","guid":{"rendered":"https:\/\/www.walkme.com\/blog\/?p=5603"},"modified":"2023-05-02T15:44:46","modified_gmt":"2023-05-02T15:44:46","slug":"customer-experience-vs-user-journey","status":"publish","type":"post","link":"https:\/\/www.walkme.com\/blog\/customer-experience-vs-user-journey\/","title":{"rendered":"Customer Experience vs. User Journey: Influencing the Path to Purchase"},"content":{"rendered":"

How easy is it to poach a somewhat satisfied customer?<\/p>\n

Easier than you think. Research shows out of every 100 customers who churn<\/a>, 75 say they had been \u201csatisfied<\/a> or completely satisfied.\u201d<\/p>\n

In the digital age, it\u2019s no longer enough to foster satisfaction. Experience disconnect costs you more than loyalty. The hint of friction along a path to purchase could turn your customer into a \u201cserial switcher.\u201d<\/p>\n

According to the NewVoiceMedia\u2019s 2018 \u201cSerial Switchers\u201d report<\/a>, \u201cBrands are failing to create the positive, emotional experiences that drive customer loyalty.\u201d<\/p>\n

In a customer-obsessed era, visualizing and enhancing a customer\u2019s user journey has become high-priority.<\/p>\n

Here\u2019s what you need to know about customer experience vs. user journey and how to drive customers on the path to purchase.<\/p>\n\n

Understanding why your customers will pay<\/h2>\n

Here\u2019s what your customers do want: an end-to-end frictionless and personal experience. Your customers crave convenience and emotional connection.<\/p>\n

Dive deeper: Here’s how to save a path to purchase from cart abandonment.<\/a><\/strong><\/em><\/span><\/p>\n

What\u2019s more, they want to buy from a brand that earns their trust \u2014 and empathizes with their pain points. Clients will pay for a relevant product or service boasting an easy-to-navigate<\/a> user experience.\u00a0\"customer<\/p>\n

Today, 89%<\/a> of companies believe competition will center on the basis of customer experience, according to Gartner. For brands to win on the customer-obsessed frontlines, enterprises have to learn to think like the customer.<\/p>\n\n

What is the customer experience?<\/h2>\n

The customer experience is how a customer perceives his or her interactions with your company.<\/p>\n

When interactions are positive, a consumer will also feel enthusiastic about your brand<\/a>.<\/p>\n

That said, you may offer a state-of-the-art product \u2014 but this won\u2019t erase bad customer perception. If a customer has a negative service interaction, or if you ship a faulty product, this will dent customer perception.<\/p>\n

Your business is dependent on good customer interactions. This is how \u201cfavorite brands\u201d win loyalty and capture consumer dollars.<\/p>\n

Customers\u2019 perception is formed by the experience they have while on the path to purchase.\u00a0\"customer<\/p>\n

The Serial Switchers report breaks down this experience into three parts:<\/p>\n\n

    \n \t
  • Whether the customer achieved his or her goal.<\/li>\n \t
  • The level of ease in reaching this goal.<\/li>\n \t
  • How the experience made the customer feel.<\/li>\n<\/ul>\n

    How you make your customers feel is essential to crafting brand perception.<\/p>\n

    In fact, 63% of respondents said that a positive emotional connection with a customer service agent would make them more likely to do business with that company again.<\/p>\n

    When asked what constitutes feeling emotionally connected, respondents listed the following as top factors:<\/p>\n\n

      \n \t
    • Being able to contact the company through any channel.<\/li>\n \t
    • Access to a highly knowledgeable customer service agent.<\/li>\n \t
    • Receiving a personalized experience.<\/li>\n<\/ul>\n

      According to the Forbes Tech Council<\/a>, as technology has progressed, this has pushed companies to take a more focused approach \u2014 a targeted, deep dive into the customer experience.<\/p>\n

      Customers want relevance \u2014 and brands are listening. Personalization has become central in the race to provide a blissful customer experience<\/a>.<\/p>\n

      Businesses today must meet the needs of digital customers \u2014 consumers who expect results instantaneously, at their fingertips. The optimal path to purchase provides speed, consistency, convenience, and friendliness.<\/p>\n

      But a strong path to purchase is built on smooth customer interactions \u2014 and accordingly, a captivating customer experience.<\/p>\n

      Use a Digital Adoption Platform (DAP) to give users a seamless journey\u00a0\u2014 and an unforgettable customer experience. Request a demo today.<\/a>\u00a0<\/strong><\/em><\/span><\/p>\n\n

      What is the user journey?<\/h2>\n

      The user journey \u2014 or user experience (UX) \u2014 pieces together the bigger picture: an end-user\u2019s<\/a> moments of contact with a company\u2019s product or service.<\/p>\n

      If something impacts a customers\u2019 product experience, this will color their overall UX. Listing hi-tech product features isn\u2019t enough to snap up a digital customers\u2019 loyalty.<\/p>\n