The Importance of Customer Experience
At Tres Pi, we value the knowledge that comes with experience, we love talking to experts who can give us broader insights into the topics that matter to us.
This time, our guest was Emmerson Chinchilla, a customer service expert with 20 years of experience in the CX sector, currently serving as the Customer Experience Manager for the North LAO region at Kimberly-Clark Professional.
He’s also worked for the Colombian Stock Exchange, Telefónica, Stanley Black & Decker, Teleperformance, and other well-known companies, often leading the customer experience area. Below, we’ll share some of his insights. But if you want to hear the full interview or explore more business-related topics in the digital world, check out our podcast, Digital Space Talks, or watch the video on our YouTube channel.
Emmerson explained that CX is crucial because it’s tied to fulfilling the value promise a company makes when a customer buys a product or service.
Every step of the journey needs to focus on CX because customers assess their experience beyond just the quality of the product or service delivered. It’s essential to confirm whether the experience was good or not.
Why is the Customer Journey Important?
Beyond the Sale in Customer Experience
We’ve already mentioned it, but we want to emphasize that the purchase process matters.
Yes, the entire process: from the moment a need arises, interacting with an ad, and considering various options; to visiting a website, selecting a product, and receiving it.
But it doesn’t stop there. The experience continues with the product and, if necessary, contacting after-sales support. Then comes what was once considered the core of CX: communication aimed at expanding the customer’s plan or encouraging the purchase of an additional accessory.
The whole process is part of the experience.
Meeting Expectations to Drive Sales in the Customer Journey
So, at this point, you might be asking, Why is it important for the customer to have a good experience? And how do I ensure that happens?
It’s simple—you want your customer to have a good experience because you always want to sell more, attract new clients, or encourage existing clients to buy more or try a new product category.
As you know, sales are crucial as they drive the company’s cash flow. However, to sustain them and keep your customers, your product or service must live up to the promises you make.
What does this mean? CX is about meeting expectations. If you promise to paint a house entirely white in 5 days and deliver on that promise, your customer will be satisfied. But if you fall short, the experience starts to break down.
To improve CX in your company, or to begin working on it, the first step—regardless of your company’s size—is to examine your processes. What internal processes do you have? What processes affect your customers?
All of these need to align perfectly to deliver your product or service correctly. So, the key is to clearly define the process: what, who, when, and how things are done, always to create a good customer experience, rather than focusing solely on productivity.
When everything works in sync to provide a great customer experience, this process alignment will also improve productivity, and as a bonus, the customer will be satisfied, leading to more sales.
That’s right. If your customers can avoid friction, they’ll be happier. So even if your product or service is more expensive, if it offers a better experience, they’ll choose it over the competition. As we mentioned earlier, this comes down to delivering on your promises.
When you keep your promises, you avoid friction. If there are no problems with the experience, the product works as expected, and there’s no need to contact support—or if support is easily accessible and effective—your customer will be willing to pay more.
For some precise examples, listen to our podcast, Digital Space Talks, or watch the video on our YouTube channel.
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