It seems every company these days is embracing a customer-centric strategy and talking about optimizing the customer experience. But it’s impossible to do either of those without truly understanding everything that the customer experience encompasses.
When most people talk about customer experience, they think about customer service, customer satisfaction, customer success, customer engagement or customer interactions. But customer experience is all of the above plus more, much more.
On the most granular level, customer experience is about each customer’s perception of your company, brand, and product. This perception is based on all the interactions that customer has with your employees, brand, messages, and product across every channel and device. Essentially, every tangible and intangible element associated with your business has potential to shift the customer perception and shape the experience. Customers form this perception by comparing their actual experience with their expectations.
You might be thinking this is a bunch of marketing gibberish and buzzwords all rolled up in a few sentences. However, it’s critical for us as business professionals to establish definitions of important terms and concepts. Otherwise, discussions around basic marketing strategy can lead to a dead-end, with parties talking past each other because of conflicting definitions and terms.