What is customer experience?
Customer experience is the sum of the interactions a customer has with your organisation from burgeoning awareness to ending your relationship. Some people write that experience is how the customer feels. I disagree. For me the experience is what happens and customer perception is how the customer feels.
The benefits of an awesome customer experience
Good customer experience is central to a sustainable, robust business model and a poor experience will, sooner or later, guarantee failure. Of course, we are human; we don’t focus on the long-term all that well, not when there are short-term benefits to be had. So, we need to appreciate the more immediate benefits of great customer experience. In the simplest of terms, they come in the form of improved sales and reduced costs.
How to manage your customer experience
You need three things to get going on managing the experience of your customers:
- A map of the customer journey
- A good understanding of how your customers perceive their experience
- Now, think that through. No single team or individual can gather, let alone make sense of, all that information. You need shared accountabilities too.