For Startup Success, Focus on the Customer Experience

October 6, 2015

6:56 pm

What value are you bringing to your customers? It’s one of the most important things for a company to consider – especially when the overall success of your business wholly depends on whether your company can continue to bring in new customers and keep its current set of customers. A core part of ensuring that this value is delivered consistently is to focus on the customer experience. At Celebrate 2015, Lauren Fritsch joined us to talk about what customer experience actually entails, and walked us through the basics of delivering great customer experience.

Fritsch is the founder and CEO of The Coaching Collective, a management consulting firm that helps small- to mid-market companies grow their operations. At Celebrate, she discussed the importance of creating customer experiences that turn one-time customers to loyal users. Using Freytag’s Pyramid as a model, Fritsch walked Celebrate attendees through the customer journey – pointing out each of the stages that customers go through (the Customer Experience narrative arc).

According to Fritsch, customer experience is “the sum of all experiences a customer has with a supplier of goods/services over the duration of their relationship with that supporter.” And for her, the brand’s entire purpose should be focused on the difference that your company is making in the world; what kind of experience and value are you delivering to your customers? By approaching your business strategy with this in mind, delivering great experience can affect your overall approach

“Customer experience is the reason the customer is buying what you’re selling. Even before someone has paid you the money, they’re still a customer; they’re just a customer that hasn’t paid you, yet.”

And customer experience involves much more than just the experience that customer receives from a product or service; rather, customer experience involves everything from the initial awareness of your company and your offering to the advocacy of that product to others. Other aspects of the customer experience include: discovery , interaction, attraction, purchase, use, and cultivation. By taking all of these things into consideration, you can ensure longevity to your startup’s life.

On October 4-6, Tech Cocktail Celebrate Conference is gathering hundreds of attendees, industry leaders, and inspiring speakers in downtown Vegas to meet the hottest startups and investors from around the country, learn and collaborate with others turning their communities into startup cities, and enjoy music, parties, and llama spotting. Check out more Tech Cocktail Celebrate Conference coverage here.

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Ronald Barba was the previous managing editor of Tech.Co. His primary story interests include industry trends, consumer-facing apps/products, the startup lifestyle, business ethics, diversity in tech, and what-is-this-bullsh*t things. Aside from writing about startups and entrepreneurship, Ronald is interested in 'Doctor Who', Murakami, 'The Mindy Project', and fried chicken. He is currently based in New York because he mistakenly studied philosophy in college and is now a "writer". Tweet @RonaldPBarba.