What is Customer Experience?
In order to design and deliver a great experience it is necessary to understand we mean by customer experience.
What is not customer experience?
Customer Experience is not limited to customer support, nor is it customer service.
Customer experience is not limited to just customers. Employees, partners, and other stakeholders influence the customer experience. In fact, every party involved in the production, delivery, consumption, support, and maintenance of a product or service contribute to the overall experience.
Customer experience is not limited to digital user experience (UX). UX is an important element in the customer experience when interactions are dependent upon technology, but experience is not limited to such interactions.
So, what is Customer Experience?
Customer experience is the aggregate of every interaction a customer has with your industry, organization, product, and service.
Why does experience matter?
In a world of with an unlimited variety of sameness, we are confronted by a dizzying array of choices that are often undifferentiated in any meaningful way.
The cost to develop new products has plummeted. Barriers to bringing new products to market are incredibly low. New products and services are easily duplicated and market advantages of new technologies or features are short lived. The use of data and marketing technology enables companies to target consumers in ever more granular detail. Companies can create highly customized products or services and target a specific audience, leading to increased product proliferation.
Highly skilled employees are looking for more than a paycheck. They are looking for an experience. Meaningful work that respects work life balance and creates a sense of purpose if key to attracting and retaining the best talent.
Supply chains are squeezed and prices are skyrocketing. Supply chain partners are willing to work with organizations that understand the challenges they face and are willing to collaborate for the benefit of everyone.
How can you win with experience?
Intentionally architect an experience for all those involved in the production, delivery, consumption, support, and maintenance of a product or service. Evaluate experiences your organization delivers from your customers perspective and make changes that deliver value to them.