What is Customer Experience? (Video)

Some years it’s difficult to decide on the content for my first post. But this year it was very easy. This new video is the perfect way to start off my blog in 2015.

In my recent post Customer Experience = Success + Effort + Emotion, I reiterated the definition of customer experience (CX): “the perception that customers have of their interactions with an organization.”

Written words are great, but I wanted people to fully understand the essence of CX, so I created this video, What is Customer Experience?

The bottom line: CX seems like a simple concept, but it’s often misunderstood.


CX Sparks: Guides For Stimulating Customer Experience DiscussionsThis video is a great introduction to a discussion with your team. That’s why we’ve created a CX Sparks guide that you can download and use to lead a stimulating discussion.

 


The Script

Customer experience seems like a simple concept, but people interpret it in many different ways. Hopefully I can clear that up.

Let’s start with a basic definition. Customer Experience is the “perception that customers have of their interactions with your organization.”

The word “perception” is critical, because customer experience is in the eyes of the beholder. It’s not what you do as a company, or how your employees think about what they do. It’s how your customers think and feel about what you do.

“Interactions” is plural for a reason. It’s not about just one interaction or a single type of interaction like customer service or sales. Customer experience encompasses all of the interactions with your organization, and it includes everything from TV ads to monthly billing statements.

Customers perceive these “interactions” along three dimensions: “success”, “effort”, and “emotion”.  They perceive success based on whether or not they are able to achieve what they want to do. They perceive effort based on how easy or hard it is for them to do what they want to do. And their emotion is altered based on how the interactions make them feel.

The customer experience that your organization delivers is a reflection of your culture and operating processes. If you don’t make changes internally, then any externally-focused improvements will be short-lived.

That’s why companies with great customer experience tend to have more engaged employees, a stronger sense of their brand promises, executives who lead in a purposeful way, and a deeper understanding of their customers.

To learn more about customer experience and how to improve it within your organization, contact Temkin Group, the customer experience experts, by emailing info@temkingroup.com, or visit our website, at www.TemkinGroup.com

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

4 thoughts on “What is Customer Experience? (Video)”

  1. For over 6 years, I’ve been using the following definition on slides, in documents and in various client/prospect discussions:

    “The customer’s perception of their interactions with your company.”

    The point clearly is this: How dare we (a Retailer, Hotelier, Telco, Auto Manufacturer, Financial Services company, Technology company, CX/CEM or EFM vendor, etc.) seek to define CX when it is the customer’s definition that matters? Simply put, we don’t dare.

    Mike Galvin
    Director, Client Solutions – Retail
    Medallia, Inc.

  2. Excellent Bruce!
    Clarification of customer experience is so needed right now and you’ve offered a very clear impactful description here that will serve to guide people well.

  3. Agreed! This concept makes so much sense. If I love an organization’s products, design, process flow, and philosophy but them have a jarringly unpleasant customer service experience, the whole organization slips down a notch. It all matters.

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