Panduan Lengkap untuk Pengalaman Pelanggan

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. 

Panduan komprehensif tentang pengalaman pelanggan ini menjelaskan arti sebenarnya dari pengalaman pelanggan, mengapa hal ini sangat penting, dan metode yang dapat ditindaklanjuti yang dapat Anda gunakan untuk meningkatkan pengalaman pelanggan yang dihasilkan oleh organisasi Anda. 

Apa yang dimaksud dengan pengalaman pelanggan? 

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? 

Pengalaman pelanggan yang baik mendorong loyalitas dan dapat mengubah konsumen menjadi pendukung merek. Di sisi lain, pengalaman yang buruk justru sebaliknya, dan itulah alasan mengapa pengalaman pelanggan sangat penting. Mari kita pahami juga beberapa alasan penting lainnya tentang pentingnya pengalaman pelanggan. 

1. Kepuasan pelanggan tidak pernah sepenting sekarang 

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. Pengalaman pelanggan meningkatkan keuntungan - baik secara langsung maupun tidak langsung 

Nilai ekonomi terletak di persimpangan antara harapan pelanggan dan pengalaman pelanggan yang diberikan. Ketika pelanggan berinteraksi dengan organisasi Anda, mereka ingin mendapatkan nilai maksimum melalui input minimum. 

Itulah ide mereka tentang kepuasan. Pengalaman pelanggan yang baik, dengan demikian, dapat berdampak positif pada perilaku pembelian mereka dan menghasilkan pendapatan yang lebih tinggi, mengurangi biaya layanan, dan meningkatkan ROI. 

3. Pengalaman pelanggan menjamin ketahanan bisnis 

Organisasi yang berpusat pada pelanggan sering kali dihargai oleh pasar dan pelanggan. Pengalaman pelanggan yang hebat secara implisit berarti Anda telah beradaptasi dengan kebutuhan pelanggan dengan baik dengan merancang perjalanan pelanggan secara menyeluruh yang berfokus pada manajemen hubungan pelanggan. 

Ini memberi bisnis Anda lebih banyak ketahanan, melindungi Anda dari kemarahan pelanggan dan sensitivitas harga. 

4. Pengalaman pelanggan memastikan keunggulan kompetitif 

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? 

Manfaat yang diberikan oleh pengalaman pelanggan yang berkelas kepada perusahaan memang sangat menggoda, membuat siapa pun menginjak pedal pengalaman secara impulsif. 

Namun, kenyataannya, kecuali perusahaan-perusahaan papan atas, sangat sedikit yang memahami secara komprehensif dan menjadikannya sebagai ahli eksklusif mereka. 

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. 

Satu-satunya jalan keluar adalah dengan memutuskan tindakan-tindakan landasan utama yang melibatkan pemahaman yang lebih dalam tentang pelanggan dan lingkungan mereka dan merancang tindakan-tindakan tambahan lainnya yang berkisar pada mereka. 

Berikut adalah sepuluh cara efektif yang dapat membantu meningkatkan pengalaman pelanggan: 

1. Memetakan perjalanan pelanggan dengan bijaksana 

Pahami pelanggan Anda sejelas Anda memahami kebutuhan Anda sendiri. Mengetahui secara langsung dari mana pelanggan berasal, bagaimana mereka mendarat di berbagai titik kontak Anda, apa yang mereka lalui saat melintasi titik-titik kontak tersebut, dan apa yang mereka harapkan adalah satu-satunya fondasi yang dapat diandalkan untuk membangun pengalaman pelanggan yang luar biasa. 

Dengan demikian, menyampaikan peta perjalanan pelanggan yang jelas adalah hal utama dan penggerak pertama dari pengalaman pelanggan. 

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. 

Mengapa penting untuk memetakan perjalanan pelanggan Anda? 

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. Mengasah strategi omnichannel 

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. 

Perhatikan bahwa hal ini tidak hanya meningkatkan kemungkinan Anda untuk berhubungan dengan pelanggan Anda. Namun, inilah yang diinginkan pelanggan secara terbuka maupun diam-diam. 

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

Ekspektasi untuk pengalaman omnichannel ini berasal dari dua alasan: 

• 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. 

Mengapa penting untuk mengadopsi pendekatan omnichannel? 

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: 

• Formulir keluhan terlalu panjang 
• Ajakan bertindak terkubur dalam navigasi yang rumit 
• Konten yang tepat sulit ditemukan 
• Pop-up berpotongan dengan tindakan utama 
• Memasukkan kembali informasi yang sama pada beberapa halaman 
• Tantangan dalam menggunakan berbagai perangkat 
• Tidak ada Pertanyaan Umum 

3. Ace the artificial intelligence (AI) 

Rasa sakit pelanggan tidak mengenal waktu. Terkadang, secara manusiawi mustahil untuk selalu ada setiap saat untuk pelanggan Anda. AI, dengan chatbot, dapat mengisi kekosongan yang mencolok itu secara efisien. 

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. 

Mengapa penting untuk memiliki chatbot? 

• Chatbot menjawab pertanyaan pelanggan 24 * 7 bahkan ketika tim dukungan Anda tidak tersedia. Memastikan jawaban yang cepat membantu pelanggan merasa dihargai, yang merupakan inti dari pengalaman pelanggan yang baik. 
• Menerapkan bot sebagai kontak pelanggan utama dapat mengumpulkan detail pelanggan dasar yang dapat digunakan untuk analisis lebih lanjut. 
• Berbeda dengan manusia, bot dapat dengan mudah ditingkatkan selama jam-jam sibuk untuk memberikan dukungan yang berkualitas tanpa melewatkan sedikit pun percakapan. 

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. Mengintegrasikan opsi layanan mandiri bawaan 

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. Memberikan layanan pelanggan secara simbolis 

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. 

Biasanya, layanan pelanggan yang hebat berarti layanan yang memang seperti itu: 

• Cepat ("real-time") 
• Dipersonalisasi 
• Pengalaman 
• Proaktif, memberikan resolusi sebelum gangguan yang sebenarnya terjadi 

6. Selalu dengarkan pelanggan 

Persepsi pelanggan Anda adalah realitas merek Anda. Pemahaman yang murni tentang apa yang mereka harapkan, apa yang mereka rasakan tentang kolaborasi mereka dengan Anda, apa saja area yang perlu ditingkatkan, kesediaan mereka untuk merekomendasikan merek Anda kepada orang lain, dengan demikian, menjadi sangat penting. 

Cara terbaik adalah terhubung dengan pelanggan Anda melalui semua saluran yang memungkinkan dan meminta umpan balik secara teratur. 

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

Ketika diringkas dalam tabung analisis, perusahaan dapat menggunakan bongkahan informasi ini untuk meningkatkan layanan pelanggan. 

Mengapa penting untuk selalu mendengarkan pelanggan? 

• Implementasi umpan balik yang cermat memastikan bahwa produk akhir dan layanan pelanggan akan memenuhi harapan pelanggan dan dengan demikian membuat pelanggan senang. 
• Kerja keras yang dilakukan untuk mengumpulkan umpan balik menunjukkan bahwa Anda menghargai pendapat pelanggan Anda, membuat mereka merasa sangat dekat dengan perusahaan Anda. 
• Umpan balik yang jujur, teratur, dan terperinci membantu mengukur tingkat kepuasan klien dan membuka peluang baru untuk melakukan upselling dan cross-selling. 

7. Belajar dari perputaran pelanggan 

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. 

Mengapa penting untuk mencegah churn? 

• Karena keterlibatan yang rendah adalah pendahulu dari churning yang final, jika tidak bisa dihindari, maka dengan menganalisisnya, Anda dapat mengidentifikasi pelanggan yang memiliki risiko churn tertinggi. 
• 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. Terlibat dengan pelanggan Anda di sepanjang siklus hidup mereka 

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. Membangun budaya yang berpusat pada pelanggan 

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. 

Mengapa penting untuk membangun budaya yang berpusat pada pelanggan? 

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. Memberikan data pengalaman pelanggan kepada semua tim 

Pengalaman pelanggan adalah pertempuran yang melelahkan dan tidak pernah berakhir yang harus diperjuangkan oleh seluruh organisasi - dan tim CX Anda hanya menangani satu sisi saja. 

Itulah mengapa sangat penting bagi setiap orang di organisasi Anda untuk memiliki akses mudah ke temuan pengalaman pelanggan. 

Sikat yang konstan dan langsung dengan kenyataan ini akan membantu mereka mengintrospeksi pekerjaan mereka, menyebabkan optimalisasi proses harian namun sangat penting seperti perutean pelanggan, otomatisasi alur kerja, dan penandaan klien. 

Mengapa penting untuk memberikan data pengalaman pelanggan kepada tim Anda? 

• 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. Skor Promotor Bersih (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. Kepuasan Pelanggan (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. Skor Upaya Pelanggan (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. 

Pikiran terakhir 

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.