Guía completa de la experiencia del cliente

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. 

Esta completa guía sobre la experiencia del cliente explica el significado real de la experiencia del cliente, por qué es ineludiblemente importante y los métodos procesables que puede utilizar para mejorar la experiencia del cliente resultante de su organización. 

¿Qué es la experiencia del cliente? 

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? 

Una buena experiencia del cliente fomenta la fidelidad y puede convertir a los consumidores en defensores de la marca. Por otro lado, las malas experiencias hacen justo lo contrario, y esa es la razón fundamental por la que la experiencia del cliente es lo más importante. Comprendamos también algunas otras razones vitales de su importancia. 

1. La satisfacción del cliente nunca ha sido tan importante como ahora 

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. La experiencia del cliente mejora los resultados, tanto directa como indirectamente. 

El valor económico se encuentra en la intersección entre las expectativas de los clientes y la experiencia que se les ofrece. Cuando los clientes interactúan con su organización, quieren obtener el máximo valor con el mínimo esfuerzo. 

Esa es su idea de satisfacción. Así pues, una buena experiencia del cliente puede influir positivamente en su comportamiento de compra y traducirse en un aumento de los ingresos, una reducción de los costes de servicio y una mejora del ROI. 

3. La experiencia del cliente garantiza la resistencia de la empresa 

Las organizaciones centradas en el cliente suelen ser recompensadas por el mercado y los clientes. Una gran experiencia del cliente significa implícitamente que te has adaptado bien a las necesidades del cliente diseñando recorridos del cliente de extremo a extremo que se centran en la gestión de la relación con el cliente. 

Proporciona a su empresa más resistencia, protegiéndola de la ira de los clientes y de la sensibilidad a los precios. 

4. La experiencia del cliente garantiza la ventaja competitiva 

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? 

Los beneficios que una experiencia de cliente de primera clase lega a las empresas son realmente tentadores, haciendo que cualquiera pise el pedal de la experiencia impulsivamente. 

Sin embargo, la realidad es que, salvo las empresas más punteras, muy pocas lo han asimilado en su totalidad y lo han convertido en su experto exclusivo. 

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. 

La única salida consiste en decidir acciones clave fundamentales que impliquen un conocimiento más profundo de los clientes y su entorno e idear otras acciones subsidiarias que giren en torno a ellas. 

He aquí diez formas eficaces de mejorar la experiencia del cliente: 

1. Trazar el recorrido del cliente con criterio 

Entienda a su cliente tan claramente como entiende sus propias necesidades. Saber de primera mano de dónde vienen los clientes, cómo llegan a los distintos puntos de contacto, qué les ocurre mientras los recorren y qué esperan es la única base fiable sobre la que se puede construir una experiencia de cliente estelar. 

Enunciar un mapa claro del recorrido del cliente es, por tanto, el primer y principal motor de la experiencia del cliente. 

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. 

¿Por qué es importante trazar el recorrido del cliente? 

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. Afinar la estrategia omnicanal 

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. 

Tenga en cuenta que esto no sólo aumenta sus posibilidades de ponerse en contacto con sus clientes. Pero esto es lo que los clientes desean tanto abierta como secretamente. 

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

Esta expectativa de experiencia omnicanal se debe a dos razones: 

• 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. 

¿Por qué es importante adoptar un enfoque omnicanal? 

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: 

• Los formularios de reclamación son demasiado largos 
• La llamada a la acción está enterrada en una navegación compleja 
• Es difícil encontrar el contenido adecuado 
• Las ventanas emergentes cruzan los actos clave 
• Reintroducir la misma información en varias páginas 
• Desafíos en el uso de varios dispositivos 
• No hay FAQ 

3. Ace the artificial intelligence (AI) 

El dolor de los clientes no entiende de relojes. A veces, es humanamente imposible estar ahí en todo momento para sus clientes. La IA, con los chatbots, puede llenar ese evidente vacío de forma eficiente. 

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. 

¿Por qué es importante tener chatbots? 

• Los chatbots responden a las consultas de los clientes 24 horas al día, 7 días a la semana, incluso cuando el equipo de asistencia no está disponible. Garantizar respuestas rápidas ayuda a los clientes a sentirse valorados, el eje de cualquier buena experiencia de cliente. 
• La implementación de bots como contacto principal con el cliente puede recopilar detalles básicos del cliente que amplíen el análisis. 
• A diferencia de los humanos, los bots pueden escalarse fácilmente durante las horas punta para ofrecer una asistencia de calidad sin perder ni un ápice de conversación. 

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. Integrar opciones de autoservicio incorporadas 

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. Prestar un servicio de atención al cliente emblemático 

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. 

Por lo general, un gran servicio de atención al cliente significa un servicio que lo es: 

• Rápido ("en tiempo real") 
• Personalizado 
• Experiencial 
• Proactividad: dar una solución antes de que se produzca una perturbación real. 

6. Escuchar siempre a los clientes 

La percepción de sus clientes es la realidad de su marca. Comprender a la perfección lo que esperan, lo que sienten al colaborar con usted, cuáles son las áreas de mejora y su disposición a recomendar su marca a otras personas adquiere una importancia vital. 

La mejor manera es conectar con sus clientes a través de todos los canales posibles y pedirles su opinión con regularidad. 

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

Cuando se condensan en el tubo del análisis, las empresas pueden utilizar estas pepitas de información para subir la apuesta del servicio al cliente. 

¿Por qué es importante escuchar siempre a los clientes? 

• La aplicación cuidadosa de los comentarios garantiza que el producto final y el servicio al cliente satisfagan las expectativas de los clientes y, por tanto, los hagan felices. 
• El mero esfuerzo que supone recabar opiniones demuestra que usted valora las opiniones de sus clientes, lo que hace que se sientan estrechamente vinculados a su empresa. 
• Un feedback honesto, periódico y detallado ayuda a cuantificar el cociente de satisfacción del cliente y abre nuevas oportunidades de venta cruzada y ascendente. 

7. Aprender de la pérdida de clientes 

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. 

¿Por qué es importante evitar la rotación? 

• Dado que un bajo nivel de compromiso es el precursor del abandono final, por no decir inevitable, analizarlo permite identificar a los clientes con mayor riesgo de abandono. 
• 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. Comprométase con sus clientes a lo largo de todo su ciclo de vida 

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. Construir una cultura centrada en el cliente 

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. 

¿Por qué es importante crear una cultura centrada en el cliente? 

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. Transmitir datos sobre la experiencia del cliente a todos los equipos 

La experiencia del cliente es una batalla agotadora e interminable que debe librar toda la organización, y su equipo de experiencia del cliente sólo se ocupa de uno de los frentes. 

Por eso es imprescindible que todos los miembros de la organización tengan fácil acceso a los resultados de la experiencia del cliente. 

Este roce constante y de primera mano con la realidad les ayudará a introspeccionar su trabajo, lo que provocará la optimización de procesos cotidianos pero fundamentales, como el enrutamiento de clientes, la automatización del flujo de trabajo y el etiquetado de clientes. 

¿Por qué es crucial transmitir datos sobre la experiencia del cliente a sus equipos? 

• 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. Satisfacción del cliente (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. Puntuación del esfuerzo del cliente (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. 

Reflexiones finales 

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.