Course Content
1. The elements of communication
2. Internal communication plan
3. Metrics
4. Conclusions
Communication 4.0 represents a challenge due to the enormous speed of digital transformation. We have reviewed external communication processes with an emphasis on the digital tools needed to effectively communicate our ideas and reach our target audience, stressing the creation of Twitter, Facebook, LinkedIn, and Instagram. We have also seen the need for a digital marketing strategy that allows us to define our objectives and the subjacent principles that govern any marketing proposal. On the other hand, we have seen the creation of an internal communication plan, highlighting the most remarkable features and the need for open and fluid communication between employees. We closed our module with a brief approach to social media metrics to evaluate the effectiveness and efficiency of our communication strategies. In short, we focused on practical creation, promoting a step-by-step vision of development and implementation. We hope this module can contribute to achieving your goals and help you to lead your future communication strategy. Remember that adaptation is a fundamental competence of the creation process and, therefore, we want to encourage you to be updated on the trends of communication 4.0 and to make the most of your efforts.
Definition
Customer experience became a very popular term in business, especially in the last decades.
Customer experience represents how a customer perceives a brand or a company based on their exposure to it.
Customer experience can be seen also as everything related to a business or to a brand that affects a customer’s perception and feelings about it. Therefore, customer experience covers a lot of aspects that a company offers, such as the following:
- The quality of customer care;
- Advertising;
- Packaging;
- Product and service features;
- Ease of use;
Customer experience can be also defined as a subjective and internal response that customers give to any direct or indirect contact with a brand or a company.
Customer experience represents the relationship between a business and its customers, which includes every interaction, no matter how short or long it is or whether it results or not in the purchase of a product or a service.
Other definitions about this concept, given by specialists in this field, are the following:
“Customer experience is the sum of all the interactions that a customer has with an organisation over the life of the relationship with that company or with that brand.” (Annette Franz, founder and CEO of CX Journey)
“Customer experience involves every way a customer interacts with a company, at all stages of the customer journey.” (Dave Dyson, Senior Customer Service Evangelist, Zendesk)