Everything you need to know about customer experience in 2025

More than 50% of customers switch to competitors after a single unsatisfactory experience with customer service. On the contrary, a satisfied customer is more loyal to the company and more likely to make repeat purchases.

Nowadays, when customers can choose another brand or product in a second if they receive unsatisfactory service, it is crucial for companies to ensure exceptional customer experience (CX).

How does service impact customer experience, and what are the ways to improve it to not only retain existing customers but also attract new ones? 

What is customer experience?

Simply put, customer experience is the sum of impressions, emotions, and interactions that a consumer receives during their contact with a brand, product, or service. 

CX plays a vital role in business operations. It is formed at all stages of the customer's interaction with the company, starting from the first contact and ending with post-purchase service. Whether it is a phone call to the contact center or a "conversation" with a chatbot, each "touch" affects the relationship between the brand and its consumers.

Markers of positive customer experience

Customers evaluate service and the company as a whole based on the following indicators:

• Product or service quality: how well it meets the needs and expectations of the customer.

• Customer service: the level of support the customer receives from the company, including speed, professionalism, and politeness.

• Convenience of interaction: how easy it is for the customer to make purchases, get information, use the product or service, and seek help.

• Emotional aspect: the overall impression the customer gets from interacting with the brand, including the emotional reactions the product or service evokes.

• Brand promise: the company's ability to keep its promises and meet customer expectations.

Statistics 

Let's look at statistics from global western studies that confirm the importance of creating a positive customer experience in terms of customer service.

How to build a successful customer experience strategy?

Companies that regularly work on customer service and communication strategies are much more likely to see an increase in customer loyalty and sales growth. 

These steps will help you prioritize customer interactions and develop your own strategy for improving customer experience. 

1. Understand your customers

The basic step in building a positive customer experience is understanding your target audience. Research customer demographics, their interests, needs, and expectations. Creating customer personas will help you understand the similarities and differences among users. 

Example: A coffee shop in Lviv decided to conduct a survey among its visitors to find out which drinks and desserts are most popular. The collected data allowed the menu to be expanded with the products most desired by customers, significantly increasing their satisfaction.

2. Define the brand values and benefits

Clearly outlining your brand's values and capabilities will help create a relevant unique value proposition for customers. This directly affects their level of satisfaction.

Communicate your business's USP consistently across all marketing channels: whether it's communication through an online form, contact center, or direct messages on Instagram. Your tone of voice should be consistent and resonate with the brand's key values and philosophy. 

Remember, successful brands are those whose values and mission best align with customer expectations. 

Example: An eco-product store in Kyiv actively communicates its mission regarding environmental conservation. The brand offers not only products made from recycled materials but also organizes environmental campaigns and educational seminars, attracting customers who support this idea. 

3. Design the user journey

A customer journey map helps identify all touchpoints with your brand and find opportunities for experience improvement. The customer journey consists of a series of interactions, starting from the first acquaintance with the company and ending with a successful or unsuccessful purchase. To ensure the best experience, it is important to analyze each interaction stage, note positive and negative moments, and develop solutions for improvement. 

Example: An online clothing store in Rivne created a detailed customer journey map, finding that the main service gap was inconvenient site navigation, which led to negative shopping experiences and customer churn. After updating the site design, implementing a simpler search system, and improving the shopping cart, customer satisfaction significantly increased.

4. Find relevant solutions 

Implementing solutions that meet customer and business needs is key to success. Prioritize solving specific customer problems: focus first on the most current user needs that hinder positive purchase experiences. Based on the collected data, work through negative scenarios and find optimal solutions to problems. 

Example: Customers of a bakery in Khmelnytskyi repeatedly expressed the desire to place custom orders for cakes and pastries for special occasions online due to communication difficulties with company representatives. 

The bakery decided to implement an online constructor for creating custom orders on its website. This allowed them to reach a segment of the audience accustomed to online shopping and increase loyalty among existing customers who were dissatisfied with unclear communication with the order department. 

5. Develop your team

Continuous training and development of staff help ensure a high level of service in the company, thus improving the customer experience. Train employees and sales managers on customer experience management and customer service methods. 

Provide access to specialized literature on negotiation skills, communication psychology, and persuasion techniques. Create an environment within the team that fosters self-development and professional improvement. 

Additionally, motivate staff financially. For example, award bonuses for achieving specific results: exceeding collective or individual plans, selling complex or expensive items, etc. 

Example: A restaurant chain in Dnipro regularly conducts training for its staff, focusing on the latest methods of service and customer communication. This allows creating a hospitable atmosphere, ensuring a personalized approach, and increasing visitor loyalty.

6. Evaluate and improve the strategy

It is essential to constantly review the implemented strategy and make necessary changes according to user and market demands. You can assess the current situation using marketing metrics, such as surveys and creating consumer focus groups, to determine their satisfaction level and understand their wishes for product or service improvements. 

Example: Torgsoft regularly analyzes customer requests regarding the improvement of the accounting program, updates it according to the audience's needs, and evaluates the implemented changes. Thus, customers receive feedback from the company in the form of updates and new useful features. 

7. Monitor reviews about you 

Social media and Google Maps can be valuable information sources about your business and tools for monitoring customer sentiments, preferences, and promptly responding to feedback or needs. Using analytical services, you can identify your problems and growth points, enhance your reputation through customer loyalty, and provide support to foster a positive customer experience. 

Example: A confectionery in Vinnytsia actively monitors reviews on social media and uses this data to improve its products and services. For example, they introduced gluten-free and vegan desserts based on customer requests. 

By implementing these recommendations and focusing on your customers' needs, you can significantly enhance their positive experience with your product and expand your customer base.

8. Creating your own website

Torgsoft Online Market (TOM) — is a modern platform for creating an online store that fully integrates with the Torgsoft accounting software and allows entrepreneurs to sell products online immediately after launching the website. If you already have a product database in Torgsoft, connecting TOM takes one day and requires no extra effort: the catalog automatically synchronizes with your online store, and all data updates synchronously. 

Unlike standalone sites on builders, TOM is part of the unified Torgsoft ecosystem, created specifically for retail automation, making the launch of online sales fast, convenient, and profitable.