Difference between Customer Experience (CX) and Client Centricity
Customer experience (CX) and client centricity are related concepts, but they are not the same thing.
Customer experience (CX) refers to the overall perception that a customer has of a company, based on their interactions with it. It includes all touchpoints, such as the website, customer service, and in-store experience, and it covers the entire customer journey, from awareness to post-purchase. CX is a holistic approach to understand, design and measure the customer journey, and make improvements that increase customer satisfaction and loyalty.
Client centricity, on the other hand, is a business strategy that prioritizes the needs and preferences of the customer. It is a way of thinking and acting that puts the client’s needs at the center of all business decisions. It is about understanding the customer’s needs and tailoring products, services, and interactions to meet those needs. It is a way of creating value for the customer, and it is a long-term approach to build trust and loyalty.
In summary, CX is focused on measuring and improving the customer’s overall perception of the company, while client centricity is focused on understanding and addressing the specific needs of individual customers. Both concepts are important, but they have different focuses and goals. A company that wants to provide a great customer experience should also have a client centric mindset.
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Download your copy of a research report on B2B customer experience practices in India.
Our research is to understand the best practices amongst the enterprises across various sectors in Indian region when it comes to Customer Experience Transformation. Customer Experience as a concept is generally not given the required attention is B2B sector. With increase in the competition in the market, customer experience is one of the major thing which defines the performance of the organization.
Example 1
A company that sells high-end kitchen appliances. This company has a customer experience strategy in place that focuses on creating a seamless and enjoyable shopping experience for customers. They have a user-friendly website, a knowledgeable customer service team, and a well-designed showroom. Customers are greeted warmly upon entering the store, and the sales associates are trained to ask the right questions and guide customers through the purchasing process. Overall, the customer experience at this company is positive and customers feel well-informed and satisfied with their purchase.
The same company also has a client centric approach. They conduct market research and segment their customer base, understanding the different needs and preferences of their target market. This allows them to tailor their products, services, and interactions to the specific needs of different customer segments. For example, they offer a wide range of products for professional chefs, as well as for home cooks, and they have different sales associates to help customers from different segments. They also conduct surveys and collect feedback from customers, to understand their specific needs and preferences and make adjustments to their products and services accordingly.
In this example, the company’s customer experience strategy focuses on creating a positive overall perception of the company, while their client centric approach focuses on understanding and addressing the specific needs of individual customers. Both strategies work together to create a positive shopping experience and increase customer satisfaction and loyalty.
Example 2
A company that sells enterprise software to help with supply chain management. They’ve got a customer experience strategy that makes sure buying from them is a breeze. They’ve got a website that’s easy to navigate, a sales team that’s quick to respond, and an onboarding process that’s as smooth as butter. As a result, their clients are happy with their purchase experience.
But this company doesn’t just stop there, they also have a client-centric approach. They take the time to understand their clients and their specific needs. They research their clients, segment them and tailor their software, services and interactions to specific client segments. For example, they might have different software packages for different industries, and different sales teams to help different client segments. They also ask for feedback and use it to improve their software and services.
In this example, this company’s customer experience strategy is all about making sure their clients have a good overall experience with the company, while their client-centric approach is all about understanding and addressing the specific needs of individual clients. Both strategies work together to create a positive purchasing experience and keep their clients happy.