The Importance of Satisfied Customers
Let me introduce you to Customer Experience (CX)

As CX professional I enjoyed in past couple of public presentation and new colleagues onboarding presentations. I would like to share two of them to show importance of customer feedback in driving CX and how we managed educational CX conferences in Czech and Slovak offices and how we motivated colleagues from all different departments to focus on customers.

CX Days Project summary presentation

Our CX team long term spread awareness of the importance of CX and cross-functional teams cooperation. It had a great impact within a company! I summarize it into presentation to share with colleagues within NatCos and other professionals.

Customer Feedback is a gift - public presentation

I had a great cooperation with a Czech company Market Vision provided to my projects Feedback tool Feedtrack. In cooperation we provided and setup CX campaigns and customized inputs and outputs to provide valuable and structured picture what customers expect from the provided services (various internet connectivity types, , IPTV, Satelite TV ) and what they appreciate or makes them sad. Real feedback in a right time and form is a real gift to design valuable services for customers!

English language semester work & in person lecture

I also turned my knowledge and training in presentation of this incredible CX world into regular lessons at the university and share within academic ground during english classes exams. This was challenging to have totally untouched audience with this topic and answer interesting and unusual questions, explaining what and why I do and that CX topic importnant to me and supported customers :)  

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In today's competitive business world, customer satisfaction is more important than ever. Satisfied customers are not just happy buyers - they are the cornerstone of a successful company, both in offline and online services. Understanding and improving the customer experience is key to achieving customer satisfaction. I will describe why satisfied customers are essential for any business and how improving the customer experience can lead to greater success and how this changed over last years.

Firstly, satisfied customers are likely to become returning customers. When people have a positive experience with a company, they are more likely to make repeat purchases in the future. This loyalty reduces the need for companies to spend large amounts on marketing to find new customers. It is much cheaper to retain existing customers than to acquire new ones. As an example, a satisfied customer might tell their friends and family about their positive experience, providing free and effective word-of-mouth advertising.

Moreover, satisfied customers are more likely to leave positive reviews. In the online environment, reviews can make or break a business. Potential customers often read reviews before making a purchase decision. Positive reviews build trust and credibility, encouraging more people to choose that company. On the other hand, negative reviews can deter potential customers and harm the company's reputation.

Like everything in business, we can measure this satisfaction with NPS – Net Promoter Score, which indicates overall customer satisfaction with the company on a standardized scale.x+

Improving the customer experience is essential to achieving business goals. Customer experience includes every interaction a customer has with a company, from browsing the website to receiving the product or service. For example, a user-friendly website, helpful customer service, and timely delivery all contribute to a positive experience. If one of these parts in the customer journey is broken or insufficient, it affects overall customer satisfaction.

Companies that invest in improving customer experience often see significant benefits for their business. These benefits include increased customer loyalty, higher sales, and a stronger brand reputation. For example, companies like Alza and Airbank are well-known for their excellent customer service. This focus on customer experience has helped them become leaders in their industries.

Over the past decade, the approach to customer experience has changed significantly in global business. Ten years ago, customer service was often seen as a separate function, mostly focused on handling complaints and providing basic support. However, as technology advanced and customer expectations increased, companies began to realize the importance of integrating customer centricity into every aspect of their operations to provide customer satisfaction.

One of the major changes has been the rise of digital channels. With the widespread use of smartphones and social media, customers now expect to interact with companies through multiple platforms, including websites, apps, and social networks. The world has changed significantly by including these fast digital services.

Another significant change is the use of data analytics and personalization. Companies now collect and analyze vast amounts of customer data to understand their preferences, behaviors, and needs. This information is used to personalize the customer experience, offering tailored recommendations, targeted marketing, and individual support. Personalization helps create a more engaging and relevant experience for customers, increasing their satisfaction and loyalty.

The past decade has also seen a shift towards proactive customer service. Instead of waiting for customers to reach out with problems, companies now use predictive analytics and artificial intelligence to anticipate issues and address them before they escalate. This proactive approach not only resolves potential problems quickly but also shows customers that the company cares about their experience.

In summary, the approach to customer experience has evolved significantly and will continue to do so as new technologies will spread. Therefore, understanding and adapting to these trends is crucial for companies and their experts in customer experience, service design, and user experience more than ever.