Article
The CX Factor: Understanding Customer Experience And Why It’s Important For SMEs
10 Apr 2019
3 Min Read

Your customer experience, whether you are aware of it or not, is what has kept your customers coming back, or pushed them to a competitor. Having the essentials of great customer experience is what will keep your customers loyal. They could even tell their friends about your brand, an added advantage.

But let’s not get ahead of ourselves here. We suspect that you are wondering, “What exactly is this customer experience that you are talking about?”


What is customer experience?


Simply, customer experience (CX) is how your customers feel about your brand through the various times they have been in contact with it, whether it was while searching for a solution, seeking information, using your product or talking to customer support.


And while we are on this, customer service and support are a small part of the customer experience. The overall customer journey through long-term interactions and relationship is the customer experience.


I just own an SME. Why should I care about customer experience?


Do you care about losing one-third of your customers? We don’t think so. Because that is how many customers say they would stop doing business with a brand after only one bad experience.


In addition, there is a high chance that there are more than a few companies that offer a similar product or service that you do. As an SME in Malaysia, you are competing for customer attention with multitudes of other companies — some small and many of them already established brands.


And with access to the Internet, you are competing against many more other brands from around the world. The one way to make a difference is through great customer experience. On average, 67% of customers in Asia make buying decisions based on customer experience.


Wow, interesting. What makes a great customer experience for my SME in Malaysia?


knowing your customers and what they need is crucial. This knowledge of what matters to your customers helps make them feel appreciated.


cx2a-(1).jpg

 

And when that happens, these customers are more likely to recommend your brand to their friends, subscribe to your newsletter, sign up for your promotions, make repeat purchases and endorse you on social media — free marketing for your brand!

 

Other factors that make a great customer experience are convenience, consistency, speed, friendliness and having a human touch. All of these components work together to create the ultimate customer experience.


Convenience


On-demand services like ride-hailing and food delivery are big business for a reason. Consumers want their business with you to be easy and accessible, i.e. convenient. Make it easy for your customers to reach your business and products, when they want to and how they want to.


Consistency


Ensure that the way you deliver customer experience across the different channels — online, social media, email or physical store — that your SME uses is standardised. This includes details like the message, branding, colours, offers and promotions.


Speed


How fast can your customers access and use your products or service? According to PwC’s Global Consumer Insights Survey 2018: The Malaysian perspective, 44% of Malaysians are willing to pay more for same-day delivery.


cx3.jpg
 

Friendliness and human touch


While technology promises to automate almost everything including customer service, 43% of customers want to continue to have a human touch in their experience. Not just any human experience, however. Your staff and employees must be friendly, welcoming and knowledgeable about the product or service.


However, technology — like the unifi SurePay POS — can help your business provide better-than-expected service to your customers. SurePay allows you to track and manage your sales anywhere and anytime.


As consumers continue to demand more from brands and expect their expectations to be exceeded every time they deal with the brands, the more important creating a remarkable customer experience is for your SME.


In our next post, we will explore how SMEs in Malaysia can create an effective customer experience strategy and framework to deliver and exceed the expectations of customers. Stand by for more CX stories from SME Community!

Discover all you need for your business to succeed. From connectivity to digital solutions, tools and more, click here to explore unifi Biz offerings.
Interested in more helpful content?
Just sign up to access it all: a wealth of exclusive business insights, events you can attend and so much more!
Looking for help?
Whether you're after guidance to upscale your business, suggestions for phone plans or simply need help with an issue, we're here to help.
Let’s put your knowledge to the test!
Why should you care about CX?
That’s right – good job!
Uh oh, that’s not quite right…
One bad experience = customer loss.
You may also like
Article
2 min read
3 Quick Steps To Create Your Small Business Website Today
Article
4 min read
The FS: An Innovative Blend of Function and Style
Article
3 min read
Digital HR Strategies to Attract and Retain Talent
Want to continue reading this article?
Subscribe to uBC to gain access!
Want to keep reading?
You’ve reached your free article limit! Here’s how you can continue enjoying them
Have you just become a unifi Business customer?
Complete registration (whatever stage you’re at) and enjoy unlimited access to perks, resources, solutions and more!
Are you new around here?
Get unifi Business so you can get access to a wealth of knowledge and solutions that help propel your SME to the next level.
Are you already a uBC member?
Simply complete your profile to finish the registration process and begin enjoying uBC perks & privileges
Are you new around here?
Get unifi Business so you can get access to a wealth of knowledge and solutions that help propel your SME to the next level.