When I tell people what I do for a living, many of them ask, “but what is customer experience?” So here’s a handy and quick definition:
Customer Experience, or CX for short, is the sum of all interactions a customer has with your organization and the perception they have at each touchpoint. Touchpoints are everything from magazine ads to tech support, website to product usage.
Good Customer Experience is intentional and planned. Companies must define what kind of experience they want to provide, and actively work to bring it to life.
Customer Experience is the result of every touchpoint and the connections among them. That means it’s vital that all parts of the organization know the company’s CX goals and work together to achieve them.
By “Customer”, you mean someone who bought something, right?
Not at all! You should interpret “Customer” to mean “anyone who interacts with the company or brand”. That could be someone who bought something. It could also be someone who’s considering a purchase. Or someone who received your product as a gift and now needs help using it or buying spare parts. There are people who consider employees to be customers in their own way, since they interact with the company and can influence the company’s success.
It sounds like this is for B2C companies. What about B2B?
B2C companies were the first on the Customer Experience train, but they’re not the only ones. More and more B2B companies are recognizing the value of investing in Customer Experience as well. That’s because buyers and decision-makers at B2B companies are also people – people who form perceptions and have brand loyalties.