What is Customer Experience?


Customer Experience includes all of the steps a buyer takes to get and use a solution from the time of the buyer's realization of a need until the buyer deems the need no longer exists.


Notes:
  • A buyer is anyone who weighs in on the purchase decision and/or uses what was purchased.
  • Customer experience occurs far in advance of customer service, it is broader than touch-points and user experience, and its duration and components are determined by the customer, not the company.
  • Transactions are COMPONENTS of customer experience, but not THE customer experience.
  • Functional, emotional and social elements are customers' built-in value judgments across the customer experience.
  • Customers don't buy a product or service per se; they buy a desired end-result, something they integrate with other things to fulfill a "job-to-be-done" in their life/business.
  • The core of excellent customer experience is having the right product/service work the right way the first time and every time, supported by the right processes, policies, attitudes and decisions.




Customer Experience Management is a composite of customer management efforts.


Notes:
  • Customer management efforts include CRM, customer loyalty, customer care, touch-points and journey mapping, and other customer management efforts.
  • Technologies are facilitators of customer experience management (CEM), but they are not in and of themselves CEM.
  • If what you're doing isn't company-wide or addressing the full customer experience, then it isn't truly CEM — it's a "component" of CEM! And business results you can expect from a component are by definition reduced accordingly.
  • Most efforts to manage CX begin with a focus on revenue growth — a company-centric view; CEM focuses on the buyer's perspective as a more reliable means to revenue growth.


Customer Experience Optimization is company-wide alignment with buyer priorities to grow both revenue and profit naturally.


Notes:
  • Prevention of surprises is the essence of CX optimization: delivering your brand promise and managing customer expectations.
  • Doing it right the first time, by every functional area, naturally endears your brand to customers for organic demand and maximized positive word-of-mouth.
  • Alignment of the company to the target buyer prevents wasted time and costs, for higher margins.
  • Company-wide cross-functional collaboration is essential to innovate the customer experience for sustainable differentiation.


An entity would not exist without customers. When customers leave, shareholders leave, not vice versa. Hence, the overall purpose of any job and any company is to serve customer needs, with profits as a necessary and desirable byproduct of doing so.

Download the customer experience optimization self-assessment (DOCX file) and send to lynn[dot]hunsaker@ClearAction[dot]biz for advice on how to accelerate customer experience excellence.

Get ClearAction's advice on your customer experience challenges — call +1 408 687 9700

            


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Related articles:
Customer Experience Optimization is company-wide alignment with buyer priorities to grow both revenue and profit naturally.


ClearAction customer experience optimization consulting guides company-wide action on a clear view of customer intelligence.


ClearAction is a customer experience optimization consulting firm that guides company-wide action on a clear view of customer intelligence. Customer experience optimization goes beyond the revenue-focus of customer experience management, to grow both revenue and profit naturally through company-wide alignment with buyer priorities.

ClearAction's depth of practitioner experience since 1989:
  • Inspires employees to take the customer perspective — know your customers' world better than your competitors do.
  • Instills customer-focused decision-making as a habit among all employees — motivate customer experience optimization as a way of life.
  • Engages employees to resolve and prevent customers' issues — collaborate cross-organizationally for company-wide customer experience excellence.


"ClearAction has taught us things that would not readily cross our minds; they make total sense, and have increased our efficiency and accuracy in many areas." — K. van Diepen, Director of Marketing

"ClearAction is a leading expert in customer experience and customer relationships. I value ClearAction's views on the role marketing needs to take on in managing the customer experience."
— C. Crandell, Executive Vice President & Chief Marketing Officer



  • 4th Annual State of B2B CEM Study is launched: please participate!
  • B2B Customer Experience LinkedIn Group founded by Clearaction: join if you manage CX for B2B.
  • 10-part series on the essence of Customer Experience.
  • White paper on Customer Experience Strategy: 4 Missing Competencies
  • Recommended reading for customer experience optimization: http://ClearAction.biz/blog/bookstore.