{"id":5881,"date":"2019-12-24T07:00:35","date_gmt":"2019-12-24T05:00:35","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=5881"},"modified":"2022-09-05T19:24:21","modified_gmt":"2022-09-05T17:24:21","slug":"what-is-cx","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/public-relations-blog\/what-is-cx\/","title":{"rendered":"What is CX?"},"content":{"rendered":"<section class=\"l-section wpb_row height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_3-1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-image align_center\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"680\" height=\"477\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/shutterstock_466742249-e1576600711796.png\" class=\"attachment-full size-full\" alt=\"DSM Digital School of Marketing - CX\" loading=\"lazy\" srcset=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/shutterstock_466742249-e1576600711796.png 680w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/shutterstock_466742249-e1576600711796-600x421.png 600w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><\/div><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>CX \u2013 or \u2018customer experience\u2019 &#8211; is the sum of experiences that a individual has in their interactions with a <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/what-is-brand-contact\/\">brand<\/a>, from the time that they become aware of the brand right down to the lifetime of ownership of that brand\u2019s products or services. CX is the roadmap which encompasses that customer journey.<\/p>\n<p>CX, in addition to the customer journey, consist of two distinct sections:<\/p>\n<ul>\n<li>Buyer\u2019s journey, and<\/li>\n<li>Owner\u2019s journey.<\/li>\n<\/ul>\n<p>The buyer\u2019s journey is an outline which acknowledges a buyer\u2019s movement through a research and decision process which ultimately culminates in a purchase. The owner\u2019s journey consists of all the touchpoints post-purchase.<\/p>\n<h2><strong>How does PR integrate into CX?<\/strong><\/h2>\n<p><a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/what-does-a-digital-public-relations-officer-do\/\">Public relations<\/a> integrates into CX in two significant ways: mitigation as well as amplification.<\/p>\n<h3><strong>Mitigation<\/strong><\/h3>\n<p>One of the most common reasons for crisis communications in the public relations cycle is a poor customer experience. If a business delivers a poor experience, a customer will document it thoroughly online. This will cause a firestorm.<\/p>\n<p>The part that public relations has to play, in cases like this, is mitigation of the crisis by using prompt responses. The faster as well as more skilful that the response is, the less impactful the crisis turns out to be. The very best organisations catch crises before they ever reach a critical stage and put out the sparks before these become a fire.<\/p>\n<p>The key to successful mitigation is that public relations as well as \u00a0customer service must be thoroughly integrated. Both of these teams must share monitoring responsibilities and these two teams should coordinate on responses to customer challenges. Effective CX for public relations necessitates the demolition of silos as well as the belief that either support or PR is only accountable for communication to the customer.<\/p>\n<\/div><\/div><div class=\"w-video align_none ratio_16x9 has_iframe\"><div class=\"w-video-h\"><iframe title=\"Vimeo video player\" src=\"https:\/\/player.vimeo.com\/video\/338688094?autoplay=0&loop=0&autopause=0&color=00adef&portrait=0&byline=1&title=1&controls=1&muted=0\" frameborder=\"0\" allow=\"autoplay; fullscreen\" allowfullscreen loading=\"lazy\"><\/iframe><\/div><div class=\"w-video-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/div><\/div><div class=\"w-separator size_medium\"><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h3><strong>Amplification<\/strong><\/h3>\n<p>The converse scenario is if a company delivers phenomenal CX. When a customer experience is fabulous, customers inform the world about it. In this instance, the role that public relations has to play in amplifying the positive in a quick and forceful manner.<\/p>\n<p>To accomplish this, public relations needs to have robust, near-real-time monitoring abilities which precisely detect only activity as well as but also sentiment. PR must also be thoroughly integrated into digital marketing as well as sales teams in order to make the most of customer interactions which are positive.<\/p>\n<p>As stories of customer success evolve, PR should communicate those stories to digital marketing and sales to reinforce to prospective customers what a positive experience they could have with the company\u2019s brand.<\/p>\n<p>PR must also be able to access or share control of advertising abilities. So much of social media in the public eye today needs paid amplification. When something phenomenal takes place, public relations teams need to have one-click access to boost a story beyond what organic reach alone delivers.<\/p>\n<p>Customer experience as a discipline developed from three distinct trends:<\/p>\n<ol>\n<li>As the world became increasingly more digital, we put more emphasis on the user experience of our products as well as We made our sites, our apps, our devices, our screens and our stores easier to use in addition to more intuitive.<\/li>\n<li>The discipline which is called voice of the customer, or customer-centric thinking, developed to ensure that the customer had a champion in our organisational decision-making.<\/li>\n<li>As the world developed into becoming more digitally savvy, we got new measurement capabilities. Data warehousing, Big Data, real-time analytics, machine learning as well as artificial intelligence offer us data, analysis as well as insights in order to make more informed decisions.<\/li>\n<\/ol>\n<p>As we\u2019ve said in this article, PR plays a crucial role in making sure that positive customer experience stories are amplified and that negative ones are dealt with in the best possible way.<\/p>\n<h2><a href=\"https:\/\/digitalschoolofmarketing.co.za\/contact-us\/\">Get in touch with the Digital School of Marketing<\/a><\/h2>\n<p>For more information regarding how you can leverage other aspects of PR for your business, please follow this <a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/digital-public-relations-course\/\">link<\/a>.<\/p>\n<p><a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/digital-public-relations-course\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5862 size-shop_single\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/Public-Relations-600x96.jpg\" alt=\"DSM Digital School of Marketing - Public Relations\" width=\"600\" height=\"96\" srcset=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/Public-Relations-600x96.jpg 600w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/Public-Relations-300x48.jpg 300w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/Public-Relations-1024x164.jpg 1024w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/Public-Relations-768x123.jpg 768w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/12\/Public-Relations.jpg 1250w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<\/div><\/div><\/div><\/div><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-btn-wrapper align_justify\"><a class=\"w-btn us-btn-style_2\" href=\"#enquiry\"><span class=\"w-btn-label\">Enquire Today<\/span><\/a><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">Blog Categories<\/span><\/span><\/h3><div class=\"wpb_text_column us_custom_5cd26a65\"><div class=\"wpb_wrapper\"><ul>\n<li class=\"cat-item cat-item-1\"><a href=\"\/blog\/content-marketing\/\">Content Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/digital-marketing\/\">Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/cyber-security-blog\/\">Cyber Security<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/graphic-design-blog\/\">Graphic Design<\/a><\/li>\n<li class=\"cat-item cat-item-3\"><a href=\"\/blog\/public-relations\/\">Public Relations<\/a><\/li>\n<li class=\"cat-item cat-item-4\"><a href=\"\/blog\/seo\/\">SEO<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/social-media-marketing\/\">Social Media Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/web-design-blog\/\">Web Design<\/a><\/li>\n<\/ul>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">You might also like<\/span><\/span><\/h3><div class=\"w-html\"><ul><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/social-media-marketing-blog\/zero-moment-of-truth-benefit-social-media-marketing\/\" rel=\"bookmark\">Use the Zero Moment of Truth to Benefit your Social Media Marketing<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/your-complete-guide-to-ppc-marketing-basic\/\" rel=\"bookmark\">Your Complete Guide to PPC Marketing Basics. Find out more.<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/you-can-convey-a-lot-of-meaning-with-just-one-graphic\/\" rel=\"bookmark\">You Can Convey a Lot Of Meaning With Just One Graphic<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/would-you-make-a-great-marketing-manager\/\" rel=\"bookmark\">Would you make a great marketing manager?<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/in-the-press\/win-with-bona-magazine-and-the-digital-school-of-marketing\/\" rel=\"bookmark\">Win with Bona Magazine and the Digital School of Marketing<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/in-the-press\/win-a-digital-marketing-course-valued-at-r12-000\/\" rel=\"bookmark\">Win a Digital Marketing Course Valued at  R12 000<\/a><\/li><\/ul><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">Top Selling COurses<\/span><\/span><\/h3><div class=\"wpb_text_column us_custom_5cd26a65\"><div class=\"wpb_wrapper\"><ul>\n<li class=\"cat-item cat-item-1\"><a href=\"\/courses\/digital-marketing-course\/\">Intermediate Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/courses\/advanced-digital-marketing-course\/\">Advanced Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-3\"><a href=\"\/courses\/social-media-marketing-course\/\">Intermediate Social media marketing<\/a><\/li>\n<li class=\"cat-item cat-item-4\"><a href=\"\/courses\/digital-brand-management-course\/\">Brand Management<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/courses\/graphic-design-course\/\">Basic Graphic Design<\/a><\/li>\n<li class=\"cat-item cat-item-6\"><a href=\"\/courses\/advanced-graphic-design-course\/\">Advanced Graphic design<\/a><\/li>\n<li class=\"cat-item cat-item-7\"><a href=\"\/courses\/national-certificate-of-advertising\/\">National Certificate of Advertising<\/a><\/li>\n<li class=\"cat-item cat-item-8\"><a href=\"\/courses\/national-diploma-of-copywriting-course\/\">National Diploma of Copyrighting<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-video align_none ratio_16x9 has_iframe\"><div class=\"w-video-h\"><iframe title=\"Youtube video player\" src=\"\/\/www.youtube.com\/embed\/DmjAgsI0Peo?autoplay=0&controls=1&origin=https:\/\/digitalschoolofmarketing.co.za&loop=0&mute=0\" allowfullscreen=\"1\" loading=\"lazy\"><\/iframe><\/div><div class=\"w-video-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":5882,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[266],"tags":[579],"class_list":["post-5881","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-public-relations-blog","tag-customer-experience"],"acf":[],"_links":{"self":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts\/5881","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/comments?post=5881"}],"version-history":[{"count":0,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts\/5881\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/media\/5882"}],"wp:attachment":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/media?parent=5881"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/categories?post=5881"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/tags?post=5881"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}