What are the Key Customer Experience (CX) Principles?

5 min read

In today's highly competitive marketplace, delivering an exceptional customer experience has become crucial for any business to thrive. Customer experience (CX)(external link) is defined as the sum of all interactions that a customer has with a company, from their first point of contact to the post-purchase stage. Therefore, businesses that can create a memorable customer experience can foster customer loyalty, increase brand reputation, and boost sales.

To achieve an outstanding CX, businesses must adhere to certain principles that can guide them towards providing customers with the best possible experience. In this article, we will explore some of the essential customer experience principles that businesses must implement to achieve their CX goals.

customer using phone to checkout JPG, 136 KB

Customer Experience Principles

Conduct Customer Research

To provide a remarkable customer experience, businesses must first understand their customers' needs and wants. Conducting thorough customer research can help businesses gain insights into their target audience's preferences, behaviour, and pain points. By understanding their customers, businesses can create more effective marketing strategies, tailor their products and services to meet specific customer needs, and create better customer experiences overall.

Know Your Customer

Once businesses have conducted their research, they must use the information gathered to create a more personalised experience for their customers. By personalising the experience, businesses can create a stronger connection with their customers, enhance their customer satisfaction levels, and foster brand loyalty. Personalisation can be achieved through various means, including targeted marketing, customised product recommendations, and personalised communications.

Optimise Customer Experience

To deliver an excellent customer experience, businesses must continuously optimise their CX strategy. Optimising CX involves gathering customer feedback, analysing customer behaviour data, and implementing changes based on those insights. By optimising their CX strategy, businesses can ensure that their customers have a seamless experience across all touchpoints, from the website to the checkout process.

Easy-to-use and Intuitive

A straightforward and intuitive customer experience is essential for customer satisfaction. Businesses must ensure that their website or application is easy to navigate, and customers can quickly find the information or products they are looking for. An easy-to-use and intuitive CX can reduce the chances of customers becoming frustrated, leaving the website or application, and potentially losing business.

person using phone to browse online shopping

Examples of CX from Somar Digital

At Somar Digital we have helped numerous businesses with customer experience for their digital products. One of our successful projects includes redesigning the New Zealand Cancer Society online donation portal. The online donation process was simplified and made more user-friendly which resulted in a 600% increase in online donations.

Another project that showcased Somar Digital's expertise in CX was the development of the Alcohol.org.nz website. The Alcohol.org.nz site provides information, advice, research and resources aimed at breaking the cycle of alcohol harm in Aotearoa. There was a significant user research component to the project in order to gain an in-depth understanding of who the site’s users are.

Plan My Walk, an app created by Somar Digital, is another example of a seamless CX. The app was designed to provide a simple and user-friendly experience for walkers planning their next trip. Plan My Walk includes features such as dynamic maps, trip-planning tools, and real-time weather updates. The app has gained over 400,000 users since it was launched.

What are the Four Pillars of Customer Experience?


Implementing the right customer experience principles can help businesses deliver a remarkable experience for their customers(external link). By conducting customer research, knowing their customers, optimising CX, providing an easy-to-use and intuitive experience, and ensuring a cohesive end-to-end experience, businesses can foster customer loyalty, increase brand reputation, and boost sales.

Somar Digital's success in creating remarkable customer experiences for its clients highlights the importance of CX in today's business landscape. Their ability to create user-friendly and intuitive experiences, streamline processes, and leverage data insights is a testament to the value of implementing customer experience principles.

In essence, businesses that invest in customer experience principles and commit to providing an outstanding customer experience can set themselves apart from the competition and drive long-term success. It's not just about selling products or services; it's about creating an emotional connection with customers and building brand loyalty that can lead to lasting success.

by Somar Digital