July 7, 2024

Leatha Gathers

Analytical Insight

The Customer Experience: The New Gateway to Growth


The customer experience has become one of the most talked about topics in business today. As a result, many companies are working to improve the way they interact with their customers. Customers are no longer satisfied with generic interactions that are easily forgotten; instead, they want personalized experiences that make them feel valued and respected throughout their interactions with a company. This article will explain what exactly a customer experience is, why it’s so important for growth, and more importantly how you can empower your employees to deliver on this promise!

What is the customer experience?

The customer experience is the sum of all interactions with customers. It’s a journey, a process and an outcome.

It starts with awareness: you want your brand to be top-of-mind when people think about what they need or want in your category. Then comes consideration: they’re evaluating whether you fit their needs, or if there are better alternatives out there (and this can include things like price). Next comes preference: they’ve decided that buying from you makes sense based on all these factors–but it may still require some convincing before they actually pull out their wallets. Finally comes action: once someone has made up their mind about making a purchase from your brand over another one (or not), what happens next? What kind of experience do they have while interacting with your team members? How quickly does the transaction go through? And how satisfied are both parties afterward?

Why is the customer experience so important for growth?

The customer experience is the gateway to growth. As such, it’s a key differentiator and driver of loyalty, revenue growth and cost reduction.

How does the customer experience affect short-term financial performance?

Customer experience is a powerful driver of short-term financial performance.

  • Customer satisfaction drives customer loyalty. Customers who are satisfied with their experiences will be more likely to repurchase from you in the future and recommend you to others, which leads to higher profits through increased market share.
  • Customer loyalty drives customer advocacy–that is, people who love your brand will tell others about it (and sometimes do so publicly via social media). This leads directly to growth: word-of-mouth referrals are five times more effective than advertising!
  • The best way to increase customer advocacy is by delighting them with an exceptional experience every time they interact with your company or brand–and this requires constant improvement of both internal processes and external touchpoints such as websites/apps/call centers etc., so that everyone involved can deliver on those promises consistently across all channels at all times.”

How does the customer experience affect long-term financial performance?

The customer experience is a key indicator of future financial performance. The most successful companies have learned that the customer experience drives growth, and that it can be a differentiator in an increasingly crowded marketplace.

The relationship between customer experience and long-term financial performance has been well documented by many studies over the past decade or so. For example, research conducted by Aberdeen Group showed that companies with high satisfaction ratings grew revenue at twice the rate of those with low satisfaction ratings (13{b863a6bd8bb7bf417a957882dff2e3099fc2d2367da3e445e0ec93769bd9401c} vs 6{b863a6bd8bb7bf417a957882dff2e3099fc2d2367da3e445e0ec93769bd9401c}). In addition to growing faster, these companies also experienced lower costs due to less employee turnover and higher productivity levels from happier workers who feel valued by their employers (Aberdeen Group).

This data led us at GFK CXO Insights team to ask ourselves: How does this phenomenon play out at scale across industries? In other words, what does it mean for industries when consumers have negative experiences with brands; how do those experiences affect both short-term profitability as well as long-term financial performance?

How to empower your employees to deliver a great customer experience

The first step in empowering your employees to deliver a great customer experience is to create a culture of service. You should be encouraging your team members to go above and beyond for every customer, but you can also empower them by giving them the tools they need to succeed. For example, if you want your staff members who answer phones or emails from customers at the company’s headquarters (or any location) to know who they’re speaking with when they answer the line–even if they’ve never spoken before–you might provide them with information like email addresses or social media handles so that they can look up past conversations before jumping into a new one.

If your business uses software systems like Salesforce or Quick Base as part of its operations, consider creating dashboards that provide real-time data about each interaction between customers and employees across all departments within an organization so everyone involved knows where improvements need making most urgently: which areas are performing well; which ones aren’t meeting expectations; what people are doing well now but might need extra training later down the line…

Today, the customer experience has become more important than ever before.

Today, the customer experience has become more important than ever before.

The customer experience is essential to growth. In fact, customers now expect their interactions with brands and businesses to be seamless and personalized–and they’ll abandon those that don’t meet these expectations. In other words: no one wants to feel like just another number or face on a ledger sheet anymore!

The reason for this shift? The digital transformation has changed how people interact with companies in all industries around the globe. Consumers have access to information online that allows them to make better purchasing decisions at every step along their journey through life cycle stages (e-commerce shoppers being no exception). At each point along this journey we’ve seen an increase in competition among brands vying for attention while also driving up standards across industries as they strive toward providing exceptional experiences across channels like mobile apps or chatbots designed specifically for customer support needs


With the rise of digital technology, we are now living in a world where we are constantly connected to our customers. The customer experience has never been more important for businesses to focus on if they want to grow and succeed in today’s marketplace.