What Is Customer Product Experience?
by Lumavate | Last Updated: Dec 10, 2023
by Lumavate | Last Updated: Dec 10, 2023
The primary difference between product experience and customer experience is that customer experience encompasses all the interactions a customer has with a company, while product experience focuses on the interactions a customer has around a product.
Customer Experience (CX) typically involves a wider range of teams within your company including Customer Service, Marketing, and Sales. These teams work collaboratively to ensure a seamless customer journey from initial awareness and purchase, to post-sale support and retention strategies.
On the other hand, Product Experience (PX) primarily engages your Product Development and Product Management teams who are responsible for the design, usability, and performance of the product. They focus on ensuring the product meets customer needs and expectations, driving satisfaction and loyalty.
When combined together, customer and product experience play a critical role in shaping the overall success of a company. Marketers play a pivotal role in bridging the gap between CX and PX, as they are responsible for understanding customer needs, preferences, and behavior, which in turn informs product development decisions.
A great product experience may attract customers, but it is the overall customer experience that keeps them coming back and builds brand loyalty. Companies should prioritize both aspects in order to create a seamless and positive experience for their customers.
Customer product experience is a multifaceted concept that encompasses the entirety of a customer's interactions with a product. This includes not only the physical product itself but also any digital experiences associated with it.
Physical experiences with a product involve everything from the initial unboxing to the day-to-day usage. The tactile feel of the product, its design aesthetics, functionality, and overall usability contribute to the physical experience.
Digital experiences, on the other hand, include any online interactions related to the product. This could be through a mobile app that enhances product usage or a website providing detailed product information and support.
The customer product experience meaning extends beyond just the product use. It starts from the moment the customer becomes aware of your product, continues through the purchasing process, and extends into long-term usage including any post-purchase support.
The goal of any marketer is to develop a system that enhances the interactions customers have with the product. There are specific steps that, when followed, will allow marketers to create an effective system for managing customer product experience.
The journey to creating a good product experience begins by collecting and organizing all your product-related customer data. Using a Product Information Management (PIM) solution helps to store all your data in one location for easy access. Once gathered, all the data becomes immediately accessible to the team and collaboration is more manageable.
Another step to ensure the expectations of customers are integrated into your product is storing all your digital assets in a central location. Like your customer data, your assets need to be easily accessible by all team members and a Digital Asset Management (DAM) tool makes it possible by streamlining your organization.
A solution like Lumavate offers PIM and DAM functionality out-of-the-box, empowering you to manage both product data and related digital assets in one platform.
Once the data is organized, the next step is crafting digital product experiences for every stage of the customer journey. This involves tailoring content to fit the needs and preferences of customers during every in-person and digital interaction.
The audience for these product experiences extends beyond just the end consumers. They should be applied to every stakeholder including vendors, distributors, retailers, dealers, and employees. To gain inspiration, consider product experience examples from successful competitors and model your product experience strategy accordingly.
Product Experience Management (PXM) Platforms, also known as product experience software, are comprehensive third-party solutions that typically include PIM and DAM functionalities. They provide an organized and efficient way to manage product data and digital assets in product development.
Some of the best product experience software, like Lumavate, go beyond these standard features. They incorporate a Digital Experience Platform (DXP), which empowers marketers to create a variety of digital experiences without extensive coding skills.
This is a significant feature given how many customers are moving online to interact with products. Marketers need a fast and easy way to adapt to changing online trends to stay competitive.
Whether it's creating product catalogs or product-related events, marketers need to tailor digital product experience for specific use cases and DXP gives the ability to automatically pull data from the PIM and relevant content and assets from the DAM.
Product experience software companies that offer these integrated capabilities provide marketers with a powerful tool. It not only streamlines product data management but also enables the creation of engaging, up-to-date, and consistent digital product experiences across all touchpoints.