In simple terms, the customer experience is the impression your customers build as they interact with your business. It combines all aspects of your relationship, from following you on social media and viewing your website, to talking to your staff, and using your products or services.

The two most important aspects are your people and your offering. If your staff can offer impeccable service and your products or services blow competitors out of the water, then your customers are likely to have a positive experience. If the opposite is true, then naturally, their experience will be a negative one.

The importance of customer experience

Today’s customers have more power than ever before. In the age of the internet, they have easy access to a range of other businesses and service providers. And can purchase from a competitor at a moment’s notice.

The internet has increased the power of the consumer in another way too. Social media and review sites mean that customers can spread the word about their experience with your organisation to millions of consumers.

A positive customer experience builds loyalty, increases word of mouth marketing, and ultimately increases your sales. A bad one does the opposite. That’s why it’s so important to deliver exceptional customer service across the board, delighting your customers during every interaction.

How to measure customer experience



You may believe that you are delivering an incredible customer experience. But without asking your customers, how can you possibly know? Measuring customer experience is a must, and there are a few great ways of doing it.

1. Send out surveys

Customer satisfaction surveys are perhaps the most direct way of finding out what types of experience your customers are having with your organisation. By gauging satisfaction levels on a regular basis, after they have made a purchase or interacted with you in another way, you can gain valuable insight into your service levels.

A common way to measure customer experience via surveys is with a Net Promoter Score. This is essentially a measurement of how likely your customers are to recommend your business to family, friends, colleagues etc.

2. Ask for customer requests

Consumers like to be heard. The easiest way to achieve that is by asking what they would like to see in your products and services. Invite customers to make suggestions for improving your offering.

Of course, you don’t have to implement every request. However, it is a great way to understand what your customers like about your offering and what they may feel is missing. It also invites an additional level of engagement which can have a significant impact on customer experience.

3. Investigate your customer churn

Customer churn is a perfectly natural part of doing business. But that doesn’t mean you should pay no attention to it whatsoever. If your customers are going elsewhere for services like yours, you need to know why.

It could be that there is one particular and easily resolvable issue that is impacting customer retention and loyalty. So, be sure to carry out regular analysis on lapsed customers and their reasons for going elsewhere.

Your findings could help to improve your offering, as well as the future experience of your customers.

4. Analyse complaints and queries

Customer complaints and queries can tell you a lot about how your company and its offering are perceived by its audience.

If your customers are all asking similar questions, then there may be a problem with your messaging. If a common complaint keeps cropping up, then you should focus your efforts on resolving the root cause.

Negative feedback is never nice, but the more you take on board, the better your offering and the more satisfied your customers.

How to improve customer experience

The simplest way to improve customer experience is to find out who your customers are and what it is that they want.

This starts with thorough research of your market. Use any data you gather to draw up detailed buyer personas, outlining the types of people that engage with your services.

Once you know who you are talking to, you’ll find it much easier to make a connection and foster a long-lasting, positive relationship.

Another great way to improve the experience for your customers is to be available. I’m sure we’ve all been frustrated by a lack of contact details on a website. This is inconvenient at best and evasive at worst.

Make sure your customers know how they can contact you. And give them plenty of options to get in touch. Modern business must be active across as many channels as possible, telephone, email, social media, and more.

Grow your business with Business Incorporation Zone

Are you looking to expand your business? Move into new markets? Win new customers? Then you’ll need to ensure your people, your products, and your messaging are giving the right impression.

You’ll also need a supportive partner by your side. One that can help with every step of your business journey. With years of experience helping businesses flourish through startup and beyond, Set Hub is that partner.

We are a team of company registration professionals who are passionate about bringing the dreams of aspiring entrepreneurs and SMEs to life.

As well as handling trade license applications, Set Hub can also assist with the opening of corporate bank accounts and advise on the most appropriate financial institution to suit your specific needs.

We also offer visa and immigration services and can handle all government formalities, permissions, work permits, and visas applications required to trade in the UAE.

In short, our experts can establish your company on your behalf, make your license and visa applications, and take care of all the necessary admin – leaving you free to get on with running your business.