This article is 2nd in a series describing 10 unique characteristics of customer experience relative to more well-known concepts such as customer satisfaction and retention. The characteristic defined in this article is: Perspective – Customer experience is defined entirely by the customer, not the solution provider.
Customers make paychecks possible, so businesses exist to serve a customer need that results in a profitable revenue stream. Customer experience management is a dedication to serving customer needs from their perspective.
Customer experience is defined entirely by customers, but the solution provider defines customer experience management (CEM). The customer is the judge of whether the experience was acceptable or stellar, or not; the customer defines the duration of their experience, as well as the context and the criteria. Therefore, CEM seeks to understand the gap between desired and current experience as seen from the customer’s viewpoint (not just the competitive performance gap, per se). Then CEM solves the gap holistically and anticipates the evolving needs of the customer to prevent future gaps.
Ironically, most strategic planning templates, consultants’ models, and business and marketing textbooks begin with other topics and address serving a customer need much later in their prescription for success. While I strongly admire and advocate these organizations’ thought leadership, I beg to differ Continue reading