ENCIETY
A friend once told me about his home internet subscription. The connection was decent and the price was reasonable. But whenever a problem came up, he had to call the same number, explain the same issue, and start over with a different person.
“The internet wasn’t what frustrated me,” he said. “It felt like nobody really cared.” Six months later, he switched providers. Not because the new one was cheaper or faster, but because he wanted to feel heard.
That is what we mean by Customer Experience, or CX.
CX Is More Than Friendly Service
CX is not just customer-service training or a smile at the checkout. It is the sum of what customers experience whenever they interact with your business—from first hearing your brand name, through buying and using your product, to asking for help and, ideally, recommending you to someone else.
CX is not a department. It is the result of everything a business does, and everything it overlooks.
Is CX Only for Large Companies?
Consider a small roadside coffee shop. The coffee is good and affordable. The owner remembers regular customers, asks how they like their order, and gives an honest explanation when service is delayed. That is CX: simple, personal, and effective, without an app, survey, or consultant.
Now picture the shop next door, with the same menu but an indifferent owner, incorrect change, and ignored complaints. Which one is more likely to stay busy and earn recommendations?
When did you last ask customers not about your product, but about how it feels to do business with you?
Diah Cookies, a member of Surabaya’s Pahlawan Ekonomi program, sold more than 21,000 jars of cookies during Eid, all within three days. Through Instagram and Facebook, the business shared stories and customer testimonials as well as products, strengthening its relationships with customers and its appeal in the market.
Its decision to increase production while maintaining product quality and service shows how a home business can grow through pressure and change.
Why CX Matters More Than Ever
Global research suggests that around 70% of customers are more likely to buy when the experience is good—not only when the product is. Customers with an emotional connection to a brand also tend to show twice the loyalty of customers who are only functionally satisfied.
Satisfaction alone is not enough. A good product is the minimum requirement, not a guarantee of loyalty.
This is the first article in “Talking CX: From Coffee Stalls to Corporations.”