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:

  • 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 impact 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.

Where did CX come from?

The customer as the true business indicator

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.

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.

Key Questions

In light of the new functions

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:

Customer Experience

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
Guest Experience

For a glossary of CX terms – please check out the Glossary page where you can download a copy.