Customer Experience = Success + Effort + Emotion

My definition of customer experience remains the same as when I introduced it in 2008:

The perception that customers have of their interactions with an organization.

Our model for customer experience has always been built on three components — functional, accessible, and emotional — which are the underlying elements in the Temkin Experience Ratings. While this model continues to hold up, we’ve decided to change the naming of the components to the following:

  • Success (formerly functional): Degree to which customers can accomplish their goals
  • Effort (formerly accessible): The difficulty or ease in accomplishing their goals
  • Emotion (formerly emotional): How the interaction makes customers feel

The names have changed, but the definitions of the components remain the same. Our Temkin Experience Ratings will also remain the same, so we will continue to be able to compare the results with previous years.

Why did we do this?

We felt as though the new language would simplify our discussions about customer experience. In addition, people are starting to discuss the notion of customer effort, which is an area that we’ve been measuring in our Temkin Experience Ratings since 2011.

The bottom line: Some names have changed, but the CX fundamentals remain the same

 

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

3 thoughts on “Customer Experience = Success + Effort + Emotion”

  1. Bruce, I am one of your followers. Thank you very much for your huge contribution to customer experience. I bought your three-pillar functional, accessible and emotional scheme three years ago. I think the new words express customer point of view better. But for the third pillar, I normally use “ease” instead of “effort”, since it sounds positive as success and emotion. Regards.

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