Defining the customer experience
That depends on what your definition of 'is' is,
- Bill Clinton
For the record, the definition of IS doesn’t have a lot to do with what then President Bill Clinton was trying to avoid talking about. Similarly, I hear the phrase “customer experience” discussed, debated and referenced a lot. But what IS it? Sometimes customer experience is a set of principles. Sometimes it is a metric. What’s your definition?
Last fall my firm Aveus did a large study on this topic. We asked leaders who said “yes, there IS a definition of customer experience that is well understood throughout our organization” to tell us in a sentence, what is it? Hundreds of free form answers later I saw some themes but not a lot of consistency. I wondered, if you don’t know where you’re going, how will you know if you get there?
Here’s how I define customer experience. It starts with a customer who is triggered to solve a need or problem. Their experience is what happens and how they feel as they:
- realize a need,
- learn about you,
- try you out,
- use your product or service to solve their problem, and
- evolve to another need over time.
What’s your definition of customer experience?
A blissfully twisted career path and a passion for the link between customer experience and financial performance. Gets excited when actions align to a target experience "front domino." More about Linda.
Customer experience can drive better financial returns. Leaders tell me that they know this intuitively, but need proof of the payoff, as well as a map showing how to translate a target experience into the actions across their organizations that generate those returns. So Domino is the first how-to book on customer experience. Read and find evidence that customer experience can be a path to better profits. See the gaps and opportunities between the customer experience you have and the one you want. Provoke conversations in your team, area or whole organization about the actions that link customer experience to the financial reward you deserve. Learn more.