In building a brand for a product or service, customer experience is a vital part of it. A brand needs to think and use the strategy to deliver engaging experience to customers that is different than others.

Producing a quality product and service is not enough to guarantee customer satisfaction. To create good customer experience is just as important. Customer experience can start the moment the customers enter the store. The way the employees or staff adhere to the customer’s need would affect the experience.

As we are in the age of online media. The customer experience has branched out to the internet world. When they do online shopping, they started the experience by the time they browse around the online store for the stuff they are going to buy to the time it is delivered to their house.

The way the staff interacted online with the potential buyers is only one thing shaping the whole customer experience. How the products are displayed or shown in the site as well as the details or information related to it are just as crucial. All customers want to make sure they choose the right and the best product for their need and want. They want to be drawn into the product thus the importance of laying down the best possible image and information of the product.

If it is a single online store (as in not a group of individual sellers in the same online retail store), it also helps a lot when the categories are placed in an orderly manner to make it easier and more comfortable for customers or visitors to look around and try to find something. Just like how it is in a normal shop where certain products are placed accordingly.

It does not stop right there. Once the product or service is delivered, there is always a potential where it does not go right, where it does not meet the initial expectation. In such moment, customer service plays an essential role in order to maintain the relationship with the customers and ensure that they get the answer needed. The extention of that is to protect the brand and its image as well as to continuously improve, to avoid the same thing happens again in the future.

By: Anindya Widita,B.A.,M.A