Ein umfassender Leitfaden zur Kundenerfahrung

Those who regularly roam with their eyes wide open in the marketing corridor are unsurprised to see the evolution of customer experience from a post-sale entity only to the new separate terrain of competitive marketing. 

It’s strongly disruptive for those who believe that the tried and trusted duo of product and price alone will catapult them into the higher altitude of success. 
 
Though experts had declared that the next decade would see a spectacle of customer experience trumping the product, the speed of change has preponed it, as it has already arrived. 

Dieser umfassende Leitfaden zum Thema Kundenerfahrung erklärt, was Kundenerfahrung eigentlich bedeutet, warum sie unvermeidlich wichtig ist und welche Methoden Sie anwenden können, um die daraus resultierende Kundenerfahrung in Ihrem Unternehmen zu verbessern. 

Was ist Kundenerfahrung? 

A customer experience program is a structured strategy aimed at enhancing every interaction your business has with its customers. It centers on actively gathering feedback, understanding customer perceptions, and using those insights to make meaningful improvements.  

Customer experience is the holistic impression that a customer has on a brand in every aspect of a buyer's journey. This impacts the bottom line of a brand, including revenue. (Source: Hubspot) 

Many still mistake customer experience for just customer service. While service is a key part, CX is much broader—shaped by today’s complex, multichannel customer journeys. It spans every interaction between a customer and a brand, from touchpoints to environments. Simply put, customer experience has evolved into a multifaceted, dynamic system. 

Why does customer experience matter for a business? 

Ein gutes Kundenerlebnis fördert die Loyalität und kann Verbraucher zu Fürsprechern der Marke machen. Schlechte Erfahrungen bewirken hingegen genau das Gegenteil, und das ist der entscheidende Grund, warum die Kundenerfahrung so wichtig ist. Lassen Sie uns auch ein paar andere wichtige Gründe für ihre Bedeutung verstehen. 

1. Die Kundenzufriedenheit war noch nie so wichtig wie heute 

The road to customer satisfaction goes through meeting customer expectations, which have metastasized rapidly. 

Good customer experience, with detailed pre-sales information and humane post-sales interactions, can easily churn out more satisfied customers by not just meeting their expectations but even surpassing them. 

It’s important to point out that companies across the globe have an average customer satisfaction rate of 86%, leaving a lot of scope for improvement. 

2. Das Kundenerlebnis steigert den Gewinn - sowohl direkt als auch indirekt 

Der wirtschaftliche Wert liegt an der Schnittstelle zwischen den Kundenerwartungen und dem gebotenen Kundenerlebnis. Wenn Kunden mit Ihrem Unternehmen interagieren, wollen sie mit einem Minimum an Aufwand ein Maximum an Wert schaffen. 

Das ist ihre Vorstellung von Zufriedenheit. Ein gutes Kundenerlebnis kann sich daher positiv auf ihr Kaufverhalten auswirken und zu höheren Umsätzen, geringeren Servicekosten und einer besseren Kapitalrendite führen. 

3. Kundenerfahrung garantiert geschäftliche Widerstandsfähigkeit 

Kundenorientierte Unternehmen werden oft vom Markt und von den Kunden belohnt. Ein großartiges Kundenerlebnis bedeutet, dass Sie sich gut auf die Kundenbedürfnisse eingestellt haben, indem Sie durchgängige Customer Journeys entwickeln, die sich auf das Kundenbeziehungsmanagement konzentrieren. 

Sie verleiht Ihrem Unternehmen mehr Widerstandskraft und schützt Sie vor Kundenzorn und Preissensibilität. 

4. Kundenerlebnis sichert Wettbewerbsvorteil 

A 2024 study by Forrester revealed that companies with superior customer experience (CX) achieve up to 3.5 times more revenue growth compared to their competitors, emphasizing the critical role of CX in driving business success. 

It then sounds perfectly logical why Tony Alessandra, President of Assessment Business Center, says: "Being on par in terms of price and quality only gets you in the game. Service wins the game.” 

There is always a possibility that competitors may replicate the quality, product, and price dynamics you have but the touch of individualization and personalization that customer experience brings can be your own thing. It can become your product itself, and that's very hard to replicate, if not impossible. 

How to improve customer experience? 

Die Vorteile, die ein erstklassiges Kundenerlebnis für Unternehmen mit sich bringt, sind in der Tat verlockend und verleiten jeden dazu, impulsiv auf das Erlebnispedal zu treten. 

Die Realität sieht jedoch so aus, dass mit Ausnahme der Spitzenunternehmen nur sehr wenige dieses Thema umfassend verstanden und zu ihrem eigenen exklusiven Experten gemacht haben. 

A slew of hampering - not knowing what exactly customers want, where they are, how to be there for them when they need you, clueless about adding value through customer experience - have impeded their customer experience endeavors. 

Der einzige Ausweg besteht darin, wichtige Eckpfeiler zu beschließen, die ein tieferes Verständnis der Kunden und ihres Umfelds erfordern, und weitere ergänzende Maßnahmen zu konzipieren, die sich um diese Eckpfeiler drehen. 

Hier sind die zehn effektivsten Möglichkeiten, die zur Verbesserung der Kundenerfahrung beitragen können: 

1. Zeichnen Sie die Customer Journey vernünftig auf 

Verstehen Sie Ihre Kunden so gut, wie Sie Ihre eigenen Bedürfnisse verstehen. Aus erster Hand zu wissen, woher die Kunden kommen, wie sie an Ihren verschiedenen Berührungspunkten landen, was sie beim Durchqueren dieser Berührungspunkte durchmachen und was sie erwarten, ist die einzige verlässliche Grundlage, auf der das Gebäude einer herausragenden Kundenerfahrung errichtet werden kann. 

Die Ausarbeitung einer klaren Customer Journey Map ist daher die erste und wichtigste Voraussetzung für ein gutes Kundenerlebnis. 

A customer journey map is a detailed sketch of every step your customers pass through while interacting with your organization—and that’s why it includes engagements beyond just buying the product, like social media, advertisements, and case studies on your website. 

Since customer experience is holistic in nature, it’s essential to include both post-sales and pre-sales activities in your mapping. 

Though companies often focus more on sales-driving activities, paying attention to post-sales interactions is key—not just for a complete customer experience, but also for fostering customer retention. 

Warum ist es wichtig, die Customer Journey abzubilden? 

A well-mapped customer journey gives your employees a cradle-to-grave overview of customer experience, helping them visualize pain points and their solutions. 

Once employees recognize their individual contributions, superior customer experience naturally becomes a cultural touchstone across the organization. 

2. Verfeinerung der Omnichannel-Strategie 

Once you have listed the various modes through which customers can discover you and interact with you, the next step is to understand how customers behave on those channels and loop it seamlessly into your sales and marketing framework. 

Beachten Sie, dass dies nicht nur Ihre Möglichkeiten verbessert, mit Ihren Kunden in Kontakt zu kommen. Aber das ist es, was die Kunden sowohl offen als auch heimlich wollen. 

According to CX Today, 9 out of 10 customers expect an omnichannel experience as their go-to communication method.  

Diese Erwartung an das Omnichannel-Erlebnis hat zwei Gründe: 

• Reason #1: Customers want a homogeneous, consistent, and familiar experience across all channels, making any kind of silos a sin. 
• Reason #2: In an almost avalanche-esque plethora of gadgets, customers expect joy and freedom of interacting through the mode of their preference. Expecting customers to prefer only one mode of communication, thus, is a sure way to plant you in the pot of irrelevance. 

Warum ist es wichtig, einen Omnichannel-Ansatz zu verfolgen? 

Empowered convenience: Freedom of interaction anytime and anywhere through preferred modes translates into convenience—the core of great customer experience. It helps identify moments when customers are ready to act. Google calls these “micro-moments”—intent-driven decisions and preferences that shape the consumer journey. Without open, integrated communication, leveraging these moments is like drawing lines on water. 

Roping in the power of data: Omnichannel strategies generate recurring, actionable data—forming a rich base of consumer insights. Using this data scientifically helps you respond to needs and trends proactively. It also highlights friction points in the customer journey that can be resolved with this newfound clarity. 

 
Common friction points: 

• Beschwerdeformulare sind zu langwierig 
• Aufruf zum Handeln ist in komplexer Navigation vergraben 
• Die richtigen Inhalte sind schwer zu finden 
• Pop-ups überschneiden sich mit den Schlüsselakten 
• Wiederholte Eingabe der gleichen Informationen auf mehreren Seiten 
• Herausforderungen bei der Verwendung verschiedener Geräte 
• Keine FAQ's 

3. Ace the artificial intelligence (AI) 

Der Schmerz der Kunden kennt keine Stechuhr. Manchmal ist es menschlich unmöglich, immer für Ihre Kunden da zu sein. KI mit Chatbots kann dieses eklatante Vakuum effizient füllen. 

Infused with deep learning and advanced algorithms, they speed up response time and answer 80% of FAQs. Consequently, chatbots can save up to 30% in customer support costs. 

Warum ist es wichtig, Chatbots zu haben? 

• Chatbots beantworten Kundenanfragen 24*7, auch wenn Ihr Support-Team nicht erreichbar ist. Schnelle Antworten tragen dazu bei, dass sich Kunden wertgeschätzt fühlen - der Dreh- und Angelpunkt jeder guten Kundenerfahrung. 
• Durch den Einsatz von Bots als primärer Kundenkontakt können grundlegende Kundendaten gesammelt werden, die der Analyse dienen. 
• Im Gegensatz zu Menschen können Bots in Stoßzeiten problemlos skaliert werden, um qualitativ hochwertigen Support zu leisten, ohne auch nur ein Jota an Konversation zu verpassen. 

It’s then highly unsurprising that 30% of US consumers rate chatbot interactions as “very effective” in dealing with customer service issues. Why do you think this is possible? Activation functions make it possible to automate conversations - an impressive feat, indeed! 

4. Integrieren Sie eingebaute Selbstbedienungsoptionen 

However well-trained your customer support team may be, it's still a reactive solution to recurring minor issues—leading to delays and added costs. A smarter strategy is to let customers resolve small, non-critical problems themselves. 

This frees your support team to focus on urgent concerns that truly matter—often saving churn-risk customers. Even users prefer solving basic issues independently. 

Why is it important to integrate in-built self-service options? 
Self-service delivers what traditional support often cannot: fast, intuitive, and satisfying experiences. It empowers customers by: 

• Bringing needed info instantly through smart navigation. 
• Providing tools to fix small problems independently. 
• Strengthening your brand by enabling frictionless interactions. 

5. Einen beispielhaften Kundenservice bieten 

There are abundant scenarios where customers have churned out despite being satisfied with the product. More often, the usual suspect is bad customer service. 

And with 78% of customers backing out of purchase due to poor customer service, one doesn’t have to burden his eyes with binoculars to see the detrimental impact that it can have on the financial nerve of a company. 

Ein hervorragender Kundendienst bedeutet in der Regel einen guten Service: 

• Schnell ("Echtzeit") 
• Personalisierte 
• Erlebnisorientiert 
• Proaktiv, d. h., es wird eine Lösung angeboten, bevor eine tatsächliche Störung auftritt 

6. Hören Sie den Kunden zu - immer 

Die Wahrnehmung Ihrer Kunden ist die Realität Ihrer Marke. Ein unverfälschtes Verständnis dessen, was sie erwarten, wie sie die Zusammenarbeit mit Ihnen empfinden, welche Bereiche verbesserungswürdig sind und ob sie bereit sind, Ihre Marke weiterzuempfehlen, ist daher von entscheidender Bedeutung. 

Der beste Weg ist, mit Ihren Kunden über alle möglichen Kanäle in Kontakt zu treten und sie regelmäßig um Feedback zu bitten. 

55% of consumers emphasized the importance of knowledgeable employees in their customer service experiences. 

Wenn diese Informationen in einer Analyse zusammengefasst werden, können die Unternehmen sie nutzen, um ihren Kundenservice zu verbessern. 

Warum ist es wichtig, den Kunden immer zuzuhören? 

• Die sorgfältige Umsetzung des Feedbacks stellt sicher, dass das Endprodukt und der Kundenservice den Kundenerwartungen entsprechen und somit die Kunden zufrieden stellen. 
• Die harte Arbeit, die mit dem Einholen von Feedback verbunden ist, zeigt, dass Sie die Meinung Ihrer Kunden zu schätzen wissen, und gibt ihnen das Gefühl, eng mit Ihrem Unternehmen verbunden zu sein. 
• Ehrliches, regelmäßiges und detailliertes Feedback hilft, die Kundenzufriedenheit zu quantifizieren und eröffnet neue Möglichkeiten für Upselling und Cross-Selling. 

7. Aus Kundenabwanderung lernen 

Bain & Company suggests that a 5% increase in customer retention can increase your company's profits by 25% to 95%. It begins by analyzing the customer experience areas where there is low engagement. 

Even if you fail to prevent the churning, try to find out why they left. Ask them to leave feedback and think about it seriously. Figure out the instances where your company fell short and pass it on to the people concerned for a future remedy. 

By making it easier for the customer to cancel his account and letting him go graciously, leave a good last impression—so when he decides to opt-in for the same product, you will be the first person to pop up in his mind. 

Warum ist es wichtig, die Abwanderung zu verhindern? 

• Da ein geringes Engagement die Vorstufe zur endgültigen, wenn nicht sogar unvermeidlichen Abwanderung ist, können Sie durch die Analyse die Kunden mit dem höchsten Abwanderungsrisiko ermitteln. 
• You can also gauge what percentage of engagement will cause churn and alert your customer success team about the same. It gives you the chance to proactively connect with customers before it's too late. 

8. Engagieren Sie sich mit Ihren Kunden während ihres gesamten Lebenszyklus 

With countless touchpoints and new gadgets, the modern customer journey is far from linear—it’s full of twists and turns. 
To prevent drop-offs, guide customers carefully through each stage. 
Since 80% of consumers switch after multiple bad experiences, strong customer experience is essential to move them down the funnel. 

Smart Insights found that 50% of companies view journey-based CX as “extremely important,” with 30% saying it’s “very important.” 
To excel, closely observe the journey and fix friction points—like a slow website at the awareness stage or lengthy demo forms at decision-making. 
Removing these hurdles with excellent CX ensures you meet customers at the finish line. 

Why engage customers throughout the journey? 

• It boosts lifetime value and ROI. 
• Strong CX reduces long-term marketing spend. 
• Happy customers become advocates, making ads less necessary. 

9. Aufbau einer kundenzentrierten Kultur 

A business can’t succeed without happy, satisfied customers. Customer-centricity is a strategy and culture that focuses on delivering great experiences to build loyalty. It’s about putting the customer at the heart of everything—without draining your budget. Even small gestures can go a long way in making customers feel valued. 

• Delight your customers with gifts: Since the world is yet to see a joyous way of delighting a person than a souvenir of choice, strategic sparkling of gifts on customers’ key personal or professional moments can grant you a permanent space in their good books. 
• Grant them early access: A simple way to make your customers feel special is to provide early access to the newly launched product or services. 
• Shower discounts on high-spending customers: Raise your order value as well as repeat purchase rates by offering measured discounts to your regular buyers. 

Warum ist es wichtig, eine kundenorientierte Kultur aufzubauen? 

A customer-first approach makes people feel valued and central to your business. This emotional connection keeps your brand top of mind, increases their tolerance for small slip-ups, and lowers price sensitivity—helping reduce churn. 

It echoed unequivocally in the research by Deloitte and Touche: Customer-centric companies are 60% more profitable compared to non-customer-centric companies. 

10. Weitergabe von Kundenerfahrungsdaten an alle Teams 

Kundenerfahrung ist ein zermürbender, nie endender Kampf, der von der gesamten Organisation geführt werden sollte - und Ihr CX-Team kümmert sich nur um eine Seite davon. 

Deshalb ist es von höchster Wichtigkeit, dass jeder in Ihrem Unternehmen einfachen Zugang zu Ihren Kundenerfahrungsergebnissen hat. 

Dieser ständige Kontakt mit der Realität aus erster Hand hilft ihnen, ihre Arbeit zu hinterfragen, was zur Optimierung alltäglicher, aber dennoch geschäftskritischer Prozesse wie der Weiterleitung von Kunden, der Automatisierung von Arbeitsabläufen und der Kennzeichnung von Kunden führt. 

Warum ist es so wichtig, Ihren Teams Kundenerfahrungsdaten zu vermitteln? 

• Quicker customer redressal: Metasaas mentions that 31% of SaaS licenses end up unused, highlighting the need for clearing roadblocks as quickly as possible. Having real-time and comprehensive data regarding where your customers are likely to face obstacles enables your team to foresee user frustration and opt-in for proactive measures to smoothen the customer's journey. 
• Enhanced upsell opportunities: With an acute understanding of the right timing to reach out to customers, their preferred channels of communication, and their pressing needs, your sales team will be able to see newer upselling opportunities as clearly as daylight. 

How to measure customer experience thoroughly? 

There are two primary methods to evaluate customer experience: 

• Customer Surveys: Directly ask customers about their experiences by sending surveys after an interaction. 
• Support Data Analysis: Track first-party customer support metrics to understand the quality, speed, and efficiency of the service your team is providing. 

The most effective approach combines both methods. Customer service KPIs set performance benchmarks, while surveys offer direct feedback from customers, revealing how well you're truly meeting their expectations. 

There are hundreds of CX metrics you could track, but some are universally important across industries. Let’s dive into the most critical ones: 

1. Net Promoter Score (NPS) 

Net Promoter Score measures customer loyalty by asking a simple question: 
“How likely are you to recommend us to a friend or colleague?” 

Responses are rated on a scale of 0 to 10: 

• 0–6: Detractors (unhappy customers) 
• 7–8: Passives (satisfied but not enthusiastic) 
• 9–10: Promoters (loyal enthusiasts) 

To calculate your NPS, subtract the percentage of detractors from the percentage of promoters. A high NPS suggests customers love your brand and are willing to advocate for it. 

2. Kundenzufriedenheit (CSAT) 

CSAT is another widely used metric gathered through simple, one-question surveys such as: 
“How satisfied were you with your experience?” 

Responses typically offer options like "Satisfied" or "Dissatisfied," often with an optional comment box. 

Businesses can send CSAT surveys after support interactions, or at different customer touchpoints like after product delivery or online purchase. Tracking CSAT across various stages helps you pinpoint exactly where improvements are needed. 

3. Bewertung des Kundenaufwands (CES) 

Customer Effort Score measures how easy it is for a customer to complete an action, such as solving an issue or making a return. 

Customers are asked: 
“How easy was it to get your issue resolved today?” 

Responses typically range from “Very easy” to “Very difficult.” CES helps businesses uncover friction points in processes like checkout, support, or product usage — revealing opportunities for streamlining and improvement. 

4. First Response Time (FRT) 

First Response Time tracks the average time it takes for a customer to receive an initial reply from a human agent (not an automated confirmation). 

Fast response times significantly boost customer satisfaction. Whether it's through email, chat, or messaging apps, customers expect timely replies. Reducing FRT can lead to happier, more loyal customers. 

Keep in mind that expectations vary by channel: live chat users expect near-instant responses, while email users may tolerate a slightly longer wait. 

5. Average Resolution Time (ART) 

Average Resolution Time measures how long it takes to completely resolve a customer's issue from the moment they first reach out. 

If a group of tickets has a consistently high ART, it’s a sign that workflows may need optimization. Solutions might include using templates, improving agent training, or introducing better self-help resources to speed up resolutions. 

Customers care most about quick, complete solutions—not just quick replies. 

6. First contact resolution (FCR) 

First Contact Resolution measures the percentage of support tickets resolved during the first interaction, without any follow-ups needed. 

To calculate it, divide the number of tickets resolved on first contact by the total number of tickets received. 

High FCR rates show that your team is efficient and that your processes are set up to solve customer problems effectively. A high FCR also reduces operational costs by lowering the volume of repeat interactions. 

How rewarding and gifting can elevate customer experience 

Integrating rewarding and gifting into your customer experience strategy helps you move beyond transactional relationships and build emotional resonance with your audience. It transforms everyday interactions into personalized, value-driven moments that leave lasting impressions. Here's how: 

• Creates emotional impact 
  Thoughtful rewards generate positive emotions like joy, surprise, and appreciation. These moments build a strong emotional connection with your brand, making customers more likely to return and recommend your products or services. 
• Reinforces brand loyalty 
  When customers are appreciated with timely rewards—be it on birthdays, anniversaries, or after a milestone—they feel valued. This recognition fosters brand loyalty and encourages repeat purchases. 
• Drives customer engagement 
  Incorporating gamified rewards like badges, tiered benefits, or surprise gifts boosts engagement across channels. Customers are more likely to interact with your brand when they know there’s a meaningful benefit tied to it. 
• Differentiates your brand 
  A reward-rich experience sets your brand apart in a competitive market. It signals that your business cares not just about the sale, but about the customer's overall journey and satisfaction. 
• Encourages word-of-mouth and advocacy 
  Delighted customers share their positive experiences. Strategic gifting can convert satisfied customers into vocal brand advocates, amplifying your reach and credibility. 
• Personalizes the experience 
  Offering rewards that are relevant to customer behavior or preferences (e.g., gift cards, experiential gifting, or donations in their name) shows a deep understanding of individual needs—making your brand feel more human and relatable. 

Abschließende Überlegungen 

Customer experience is no longer just a support function—it’s a key business differentiator. From mapping journeys and enabling omnichannel touchpoints to integrating self-service and AI, every improvement contributes to a more satisfying, consistent, and loyalty-driving experience. 

To elevate this experience even further, integrate meaningful rewards and gifting into your strategy. With a powerful digital rewards platform like Xoxoday Plum, you can create personalized, scalable moments of appreciation that drive retention, satisfaction, and emotional loyalty. 

Want to turn everyday interactions into unforgettable brand experiences? Book a free demo with Xoxoday Plum and transform your customer experience today.