Transforming Customer Experience with
Product Experience: The Key to Brand Loyalty
Laetitia Korn
VP Marketing
Akeneo
In today’s competitive landscape, a seamless customer experience (CX) is essential for brand loyalty and business growth. However, many companies overlook a fundamental truth: customer experience is inherently tied to product experience (PX). Without a well-managed, accurate, and engaging product experience, even the best customer service and digital interactions can fall short.
Why Product Experience Defines Customer Experience
Customers interact with brands across multiple touchpoints; automated chat support, in-store consultations, hybrid shopping experiences, social media, and so on.
Each of these interactions relies on precise, detailed, and up-to-date product information to be effective; for example:
- Automated support: AI-driven chatbots and virtual assistants depend on accurate product data to assist customers efficiently. Without detailed specifications and clear product attributes, these digital helpers may fail to provide meaningful recommendations.
- In-store assistance: Knowledgeable sales associates rely on real-time inventory data, customer reviews, and product comparisons to deliver personalised recommendations and build trust with shoppers.
- Customer expectations & online shopping: Ensuring consistency between product descriptions and the actual product received minimises disappointment and reduces return rates.
- Hybrid shopping experiences: Click-and-collect services and seamless online-to-offline transitions demand synchronised inventory, shipping, and product data across multiple channels.
- Social media engagement: Customers engage with brands on social media platforms, seeking quick and reliable responses to questions about product availability, features, and pricing.
The Business Impact of a Strong PX
As you can see, a fragmented product experience can have serious consequences, leading to dissatisfied customers, lost sales, and increased return rates. In fact, 66% of consumers would abandon even a trusted brand after a single negative experience, and 69% of U.S. shoppers prefer brands that provide a seamless experience across online and in-store channels.
By prioritising product experiences and implementing a cohesive PX Strategy, businesses can reduce return rates, boost conversion rates, enhance brand identity, personalise customer interactions, improve operational efficiency, and build long-term customer relationships, ultimately driving sustained success in an increasingly competitive market.
How Businesses Can Optimise PX
To strengthen the link between PX and CX, brands need a centralised approach to product data management. A robust Product Information Management (PIM) system ensures that:
- Product descriptions, specifications, and multimedia assets remain accurate and consistent across all platforms.
- Updates to products are reflected instantly, maintaining consistency across eCommerce sites, marketplaces, and in-store systems.
- Product attributes are optimised based on search trends and frequently asked customer support queries, ensuring customer-informed content at scale.
