Search the web for a definition of customer experience, and you’ll be overwhelmed by a myriad of carefully crafted, and sometimes agonisingly verbose offerings. But essentially, they all come down to the same thing:
Customer experience is the customer’s perception of a brand, determined (consciously and subconsciously) by every interaction they have with your organisation. It is in effect, determined by everything your brand does.
Customer experience as a concept has been around for over fifteen years now. But think about it - whilst many organisations claim to really care about giving their customers a great experience, how many brands can you think of that really deliver one? Not many, we bet.
The reason is that very few brands think holistically about customer experience – it’s simply a function of their marketing or customer services; very few think innovatively about it (they copy what
they consider to be best practice in their industry;) and very few are bold enough to carry it through – they focus on the easy-to-do stuff but chicken out when the terrain gets a bit rockier.
As our research for our book ‘BOLD - how to be brave in business and win’ points out, the brands that are transforming markets today and creating real differentiation and loyalty, do so because they see
everything they do as part of the customer experience. It becomes their purpose. Ask any of these brands how they define customer experience. And you’ll get a different answer each time. That’s because their customers are different, their processes are different, and strategy is different and, above all, their purpose is different.
There really isn’t an easy answer to What is Customer Experience? Our advice? Rather than getting gnarled up in the Google mire of generic definitions, ask your most loyal customers. Much better than asking a consultant.
Where are you on your customer experience journey?
Customer Experience Measurement