Lipsey & Associates

Times have changed. Businesses used to succeed just by offering the best products or services available. But now things are different. Customers are looking for a memorable brand experience—not just the best products available at the click of a button.

Every small business should set goals that include creating a positive experience for every customer. And that’s where the customer experience economy begins.

Not sure what that means? Don’t worry; we’ve got you covered.

The customer experience economy defined

The concept of the customer experience (CX) first gained prominence in the late 1990s, shifting the focus from who sells the best product to who can create engaging experiences that resonate with customers. And with the advancements in technology (think artificial intelligence and automation) and changes in consumer preferences, highlighting the CX can make a business stand out from the competition.

In the CX economy, businesses design and deliver personalized, engaging and memorable customer experiences. This approach recognizes that customers want more than just a transaction—they want the added value that an emotional connection can bring them. It has also been driven by the following factors:

1. Market saturation. When markets are flooded with similar products and services, companies need to stand out by differentiating what they offer from competitors.

2. Customer expectations. Consumers’ preferences have changed; they want a more personalized and convenient experience.

3. Technological advances. With technology like social media and data analytics, businesses can better understand the needs and wants of their customers, allowing them to create better experiences.

4. Cultural shifts. Younger customers tend to value experiences over possessions, which has influenced spending patterns and turned the focus to CX.

The aspects of the CX economy

There are five key attributes businesses should give attention to when entering the CX economy:

1. Personalization. Tailor experiences to meet the specific needs, behaviors and preferences of individual customers.

2. Customer centricity. Prioritize your customers’ needs and feedback in all areas of your business, from product development to post-sales support.

3. Omnichannel marketing. Provide a consistent experience across multiple channels and platforms, including social media, mobile apps, physical stores and online platforms.

4. Emotional connection. Build brand loyalty and advocacy by creating experiences that resonate on an emotional level.

5. Technology. Enhance CX by leveraging technologies like artificial intelligence (AI) and data analytics.

Creating customer experiences with a focus on these elements will give your business a competitive advantage and drive customer loyalty and satisfaction. But most importantly, it will boost business success.

The levels of CX

When it comes to creating a positive CX, there are six levels you need to consider:

1. The functional level focuses on the basic functionality of your product or service. Does the product do what it’s supposed to do? Does it meet the fundamental needs of the customer?

2. The ease and usability level addresses how easy and intuitive your products and services are. This encompasses your website’s navigability, the ease of purchasing and the overall usability of your product.

3. The emotional level focuses on the connection and feelings generated by interactions with your brand or products. It includes trust, joy and a sense of belonging that comes from engaging with your business. Emotional connections drive loyalty and advocacy for your brand and products.

4. The empowerment level gives customers the confidence to go beyond their own expectations, extending past the initial purchase. It involves motivating them to achieve personal milestones, providing tools to customize and personalize their own experience and even offering educational resources.

5. The social level considers how your products or services influence customers’ social lives, including their relationships and reputations within social circles. It’s important for your business to create a sense of community among your customer base, encourage social sharing and create experiences that spark conversations.

6. The ethical level includes the alignment of values between a customer and a brand. It considers sustainability practices, corporate social responsibility efforts and ethical business practices. Customers are looking for brands that contribute positively to society and meet their personal values.

Businesses must address each of these levels to excel in the CX economy and create experiences that not only meet functional needs but also strike a chord on emotional, social and ethical levels.

Personalizing the customer journey

Small businesses have the advantage in personalizing the customer experience because they often have more personal interactions with their customers. Here are seven actionable steps you can take to create a memorable customer experience:

1. Understand your customers by collecting data and creating personas.

2. Leverage technology like CRM (Customer Relationship Management) and email marketing tools.

3. Personalize communications by using unique customer details and tailoring all messaging.

4. Customize offers and personalize recommendations based on past purchase history.

5. Enhance customer interactions by being responsive and training your team to recognize opportunities for personalization.

6. Ask for feedback to continuously improve your processes and services, reiterating that you value their input.

7. Foster community through a customer loyalty program and by engaging with customers on social media.

Master your own CX economy

In the customer experience economy, businesses have to forge a new path that doesn’t focus on the best product possible but on creating a memorable experience for customers. Turn every interaction into an opportunity for connection and watch your business flourish.