Emmerson explained that CX is crucial because it’s tied to fulfilling the value promise a company makes when a customer buys a product or service.

Every step of the journey needs to focus on CX because customers assess their experience beyond just the quality of the product or service delivered. It’s essential to confirm whether the experience was good or not.

We’ve already mentioned it, but we want to emphasize that the purchase process matters.

Yes, the entire process: from the moment a need arises, interacting with an ad, and considering various options; to visiting a website, selecting a product, and receiving it.

But it doesn’t stop there. The experience continues with the product and, if necessary, contacting after-sales support. Then comes what was once considered the core of CX: communication aimed at expanding the customer’s plan or encouraging the purchase of an additional accessory.

The whole process is part of the experience.

So, at this point, you might be asking, Why is it important for the customer to have a good experience? And how do I ensure that happens?

It’s simple—you want your customer to have a good experience because you always want to sell more, attract new clients, or encourage existing clients to buy more or try a new product category.

As you know, sales are crucial as they drive the company’s cash flow. However, to sustain them and keep your customers, your product or service must live up to the promises you make.

What does this mean? CX is about meeting expectations. If you promise to paint a house entirely white in 5 days and deliver on that promise, your customer will be satisfied. But if you fall short, the experience starts to break down.

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It Starts with Processes

To improve CX in your company, or to begin working on it, the first step—regardless of your company’s size—is to examine your processes. What internal processes do you have? What processes affect your customers?

All of these need to align perfectly to deliver your product or service correctly. So, the key is to clearly define the process: what, who, when, and how things are done, always to create a good customer experience, rather than focusing solely on productivity.

When everything works in sync to provide a great customer experience,  this process alignment will also improve productivity, and as a bonus, the customer will be satisfied, leading to more sales.

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Today's Consumers Are Willing to Pay More to Avoid Stress

That’s right. If your customers can avoid friction, they’ll be happier. So even if your product or service is more expensive, if it offers a better experience, they’ll choose it over the competition. As we mentioned earlier, this comes down to delivering on your promises.

When you keep your promises, you avoid friction. If there are no problems with the experience, the product works as expected, and there’s no need to contact support—or if support is easily accessible and effective—your customer will be willing to pay more.

For some precise examples, listen to our podcast, Digital Space Talks, or watch the video on our YouTube channel.

CES (Customer Effort Score) is a survey methodology that helps you measure customer satisfaction based on their experience. It evaluates how easy it is to do business with you.

KPIs for Your Customer Experience Strategy

Now that you understand why CX is important, it’s time to dive deeper and ask: if the goal is to reduce customer stress to improve their experience, how do we measure that stress? Let’s talk about how to measure customer experience…

As Emmerson explained, some people use Customer Satisfaction Indicators, while others rely on NPS (Net Promoter Score). However, he recommended CES (Customer Effort Score), which has been gaining popularity over the past 3 or 4 years. It measures how easy it is for customers to do business with your company.

How does it work? Customers rate, on a scale, how easy it was to interact with various parts of your company, from the initial need, advertising, sales interaction, purchase process, delivery, and after-sales support.

A good example is Netflix customers. Their main issue might be related to their credit card or payment system, which are rare cases. CES gives you feedback on whether customers find it easy or challenging to do business with you.

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Digital Footprint Automation

Here’s some good news: if you’re worried about sending surveys that no one responds to, like with CSAT and NPS in the past, digital footprint automation can help.

Today, automation lets you gather insights without constantly asking customers. The more digital your business is, the easier it is to track how customers interact with your product or service.

Take Rappi as an example. The app tracks the categories customers browse, their interests, and usage frequency. They don’t need to send a 50- or 20-question survey asking how users feel about certain categories—they already have that data from interactions. Usually, only one or two questions are needed to assess specific areas like delivery experience or food temperature.

Let’s dive into how CES works.

The CES scale ranges from 1 to 7, where customers answer a series of questions that indicate whether their experience was difficult, neutral, or required high effort. Naturally, the less effort required, the better the score.

However, more important than the score itself is what we call the “gold of interaction,” or the customer’s feedback: their comments.

That’s why it’s crucial to ask for feedback alongside the scale rating to understand why they gave that score. Comments like “delivery was late” or “I got the wrong size” are invaluable, even if they sound negative. These insights need to align with the score—if the score is low but the feedback is positive, it means the customer misunderstood the scale, and vice versa.

Now, let’s talk about tools. Since CX requires a holistic approach, all tools need to work together. Generally, the two most customer-facing tools are CRM and Helpdesk systems.

¿Cuáles son? Y ¿Para qué sirven las herramientas tecnológicas en el CX?

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