In the “Handel 4.0” podcast, Kai Müller talks to Jenny Ueberberg about customer experience and the most important trends in this area.
The customer experience (CX) is becoming an increasingly crucial factor for customers when deciding between different products, services and brands. That's why companies and brands that want to remain relevant need to focus even more on the customer experience and create experiences that are compelling.
What does customer experience actually mean? How can it be measured? And why are many automobile manufacturers struggling to keep up with competitors like Tesla when it comes to CX? Kai Müller answers these and other questions in the podcast “Handel 4.0”.
Podcast content
00:00
Introduction by Kai Müller: Customer experience is all about aligning oneself with the customer's expectations.
00:50
Advertising pitch for priceintelligence, an innovative software product for e-commerce companies.
02:30
Jenny introduces Kai Müller and Experience One.
02:44
On September 7, Kai Müller were talking about customer experience and connected cars at the DMEXCO digital trade fair. (Click here for the talk)
03:30
What would Kai tell you if you met him at DMEXCO?
06:00
What is customer experience in reality?
07:00
Exciting question: What really happens in reality when I use products?
07:30
Why is customer experience so important?
08:00
Customer expectations of customer experience. It has changed!
09:00
Customer experience goals: what you expected, and what it turned out to be!
10:00
Goal achieved, from the customer's point of view: If positive experiences are available and if expectations are fulfilled. Goal achieved, from the company's point of view: It is simply a matter of company survival.
10:20
There is a generation “Customer Experience”.
10:30
Customer experience is extremely important these days
A striking example from the automotive industry: Bitcom research has shown that connectivity (as a component of the user experience) is more important to customers than the brand or the manufacturer.
11:50
How measurable is Customer Experience and how do you measure it? Factors like NPS (Net Promoter Score) or the CES (Customer Effort Score) (explained in the episode) and some more!
13:45
Qualitatively picking apart customer comments is also an important way!
14:00
Problem: The customer cannot imagine “what he wants next”.
14:45
Quantitative evaluations (measuring data), dynamic evaluations (simulation) but also common sense are important for Customer Experience (which is often underestimated).
15:00
Question for Kai: how can you put yourself in the customer's shoes/viewpoint?
15:50
Shadowing technique in customer experience.
16:00
Client Case from Experience One: Olymp.
18:00
Sales is also changing through better customer experience driven by automation.
19:30
What are the customer experience trends?