The October 2021 Customer Experience Guide by Maroua Saoud outlines the importance of customer experience (CX) and offers strategies for improvement through customer feedback and expert insights. It highlights that a great CX leads to increased customer loyalty, satisfaction, and positive word-of-mouth. The guide also differentiates between customer experience and customer service, emphasizing that CX encompasses all interactions a customer has with a business.

1. October 2021
COSTUMER
EXPERIENCE GUIDE
01
MAROUA SAOUD | CX JOURNEY

2. CX JOURNEY
02
• Understanding customer experience
• CX stats and trends
• CX survey questions
• Analyze and measure CX
• How to improve CX
• CX tips from Experts
Summery

3. CX JOURNEY
03
• Understanding customer experience
• CX stats and trends
• CX survey questions
• Analyze and measure CX
• How to improve CX
• CX tips from Experts
Summery

4. Objectifs
Getting familiar with
customer experience and
understand the basics.
OBJECTIF 1
Improve your customer
experience.
OBJECTIF 2
Start delivering an
exceptional experience
for your customers.
OBJECTIF 3

5. CX JOURNEY
Great CX requires a customer-centric mindset... and a lot of careful work. This guide is
your introduction to the basics: why CX is important, how to improve it through
customer feedback and surveys, plus tips from 100+ CX experts and a report with
plenty of CX trends and stats—so you have everything you need to start delivering an
exceptional experience for your customers.
Understanding customer experience
05

6. Customer experience, also known as CX, is your customers’ holistic
perception of their experience with your business or brand.
WHAT IS CUSTOMER EXPERIENCE?
CX is the result of every interaction a customer has with your business, from navigating the
website to talking to customer service and receiving the product/service they bought from
you. Everything you do impacts your customers’ perception and their decision to keep
coming back or not—so a great customer experience is your key to success.

7. Why is CX important
for your business?
• increased customer loyalty
• increased customer satisfaction
• better word-of-mouth marketing, positive reviews, and recommendations
The benefits of delivering a great CX include:
CX JOURNEY
Delivering a great customer experience is hugely important for any business. The better experience
customers have, the more repeat custom and positive reviews you'll receive, while simultaneously
reducing the friction of customer complaints and returns.

8. Why is CX important
for your business?
CX JOURNEY
All business models can benefit from improving the customer experience: subscription businesses
can increase retention and reduce churn, ecommerce marketplaces can increase repeat custom and
reduce returns, and service industries can gain recommendations and reduce complaints.
In fact, we challenge you to think up a type of business that doesn't benefit from providing a great
customer experience. We believe that putting customers first is always good for business (and we
also have the data to prove it in the 'CX stats and trends' chapter).

9. What is the difference between customer experience
and customer service?
In short, customer service is just one part of the whole customer experience.
As we mentioned, customer experience is a customer’s overall perception of your
company, based on their interactions with it. Comparatively, customer service
refers to specific touchpoints within the experience where a customer requests
and receives assistance or help
In other words: CX is larger than customer service. It includes every touchpoint a
customer ever has with your company.

10. What is a good customer experience?
GOOD CUSTOMER EXPERIENCE CAN BE ACHIEVED IF YOU:
• Make listening to customers a top priority across the business
• Use customer feedback to develop an in-depth understanding of your
customers
• Implement a system to help you collect feedback, analyze it, and act on it
regularly
• Reduce friction and solve your customers' specific problems and unique
challenges

11. 6 things that cause bad customer experiences
BAD CUSTOMER EXPERIENCE IS PRIMARILY CAUSED BY:
• Long wait times
• Employees who do not understand customer needs
• Unresolved issues/questions
• Too much automation/not enough of a human touch
• Service that is not personalized
• Rude/angry employees
CX
JOURNEY

12. Why you should use customer feedback as part of
your CX strategy
Customer feedback is information you collect from your customers about their experience
with your product, service, website, or business as a whole. You can use this feedback to
improve customer experience by removing or reducing areas of friction and increasing
positive touchpoints.
CX JOURNEY

13. CX JOURNEY
1ER
• Customer Effort Score (CES)
• Net Promoter Score® (NPS)
• Customer Satisfaction Score (CSAT)
• Time To Resolution (TTR)
How to measure and analyze customer
experience

14. Customer
Effort Score
(CES)
CX JOURNEY
1~
Measures the experience with a product or service
2~
CES surveys are usually sent out after an
interaction with customer service

15. Net
Promoter
Score (NPS)
CX JOURNEY
1~
Customer loyalty score that is derived from asking
customers a simple closed-ended question.
2~
You can choose to adapt the question slightly to
better suit your business.

16. Customer
Satisfaction
Score
(CSAT)
CX JOURNEY
1~
Measure customers’ satisfaction with the product or
service they receive from you.
2~
CSAT focuses the customer’s attention on specific
touchpoints they were satisfied or dissatisfied with.

17. Time to
resolution
(TTR)
CX JOURNEY
1~
The average length of time it takes customer
service teams to resolve an issue or ticket after it’s
been opened by a customer.
2~
TTR is a crucial metric to track and improve.

18. Listen
Dos & Donts
CX JOURNEY
Express Empathy
Get to the bottom of the matter
Apologize
Follow up with your customers
Be friendly and professional
Do not leave a problem unsolved
Do not keep your customers on hold
Do not forget to keep the customer updated
Do not be aggressive
Do not argue
Do not lose opportunity to improve

19. MAROUA SAOUD MAROUA_SAOUD

20. THANK YOU
SEE YOU NEXT TIME