What is Customer Experience?
Defining our core concepts
We are all customers on many levels.
Any time a person engages with a business in any way:
- researching and deciding which product to buy
- buying a product or service
- using a product
- being on the phone to a call centre
- entering a retail premises
- making a query
- attending a sponsored event
- using a mobile app
These can all be classed as experiences a customer has with a brand.
Each will have an impact on how that customer feels. And emotions play a bigger part in marketing than most businesses account for. How a business manages that customer’s experience will be one of the most influential factors in the ensuing commitment to that particular brand.
A positive customer experience is where all points of contact (touchpoints) are positive and either meet or exceed the customer’s expectations – not only in terms of actually functioning correctly but also remaining in brand – continuing the conversation with the customer and delivering that particular product or service as well as building the relationship and loyalty.
When Customer Experience within an organisation is structured correctly, you can pinpoint where business performance is impacted. And once you can demonstrate the connection between a customer’s experiences and the impact on the profit of the business, everyone from the CEO down can see the benefit of the business becoming more customer-centric.
Customer Experience is rethinking how a business can:
- offer their product or service in such a way that impresses its customers
- encourage customers to use / buy from them more regularly
- create brand loyalty
- contribute more of their discretionary spend to that brand
In turn this makes the business more profitable.
Where did CX come from?
A well-structured and brilliantly executed customer experience, managed by a team with the right skills can help a business become focused on the most important and only constant of all factors; the customer. Businesses are looking to equip themselves with the right approach and the right people to achieve success.
Organisations are now moving fast to set up new Customer Experience or Customer Engagement functions.
The key questions they should pose at this stage are:
1 Which commercial drivers can customer experience influence?
2 What will customer experience deliver to achieve this?
3 Which skill sets are required to achieve this?
is here to stay
CX Talent Ltd has large and growing candidate base of both active and passive candidates across all industry sectors at all levels both nationwide and internationally.
We cover all areas of Customer Experience, from Research and Insight through to Continuous Improvement. Some examples are:
- Chief Customer Officer
- Customer Director
- Customer Experience Director
- Customer Operations roles
- Customer Marketing and Communications roles
- Customer Insight and Research
- Continuous Improvement
- Change Management
- Transformation roles
- Customer Journey Mapping
- Root Cause Analysis
- Business Process Improvement
- Customer Success
- Customer Service
- Customer Experience Strategy
- Customer Experience Implementation
- Customer Experience Management
- Customer Relationship Management
- CRM Implementation
- Product Management
- Digital Customer Experience roles
- Service Designers
- Design Thinking
- UX and UI
- Guest and Member Experience
For a glossary of CX terms – please check out the Glossary page where you can download a copy.