Customer Experience (CX) is an emerging trend in many organisations. Sales, customer service and customer support are being renamed into Customer Experience teams. However, are we ready for CX?
What is Customer Experience?
Customer Experience is a holistic management of customer touchpoints from infancy to “forever”. It is an integrated view to provide a positive and lifelong effect on overall consumer satisfaction. The experience combine the cognitive and affective state of mind to increase expectations beyond the customers needs. In layman terms, it is to make customers so happy and satisfied that they engage in a lifelong relationship with the organization. One such company that comes to mind would be Apple.
Why Customer Experience (CX)?
CX sounds like an idealist view and one wonders how this differs from a combination of presale, sales, customer support and customer service. As mentioned in my previous study of overall consumer satisfaction, there are different aspects of satisfaction components in consumer. All these satisfaction parts may lie in different parts of the organisation and beyond like third party vendors and logistics providers. CX aims to unite network together from these disparate systems, service providers and organisations into a single integrated experience.
In reality, how many of us have really experience CX? It is common for loyal customers to be let down by services that are beyond the organisation such as third party logistics and vendors because these information are not shared. For many years, Customer Relationship Management (CRM) have been touted as the game changer for capturing customer relationships to achieve similar objectives. CX may suffer from the same verdict as CRM if many of these customer data remains in silo. Data analytics, machine learning and many other cloud technologies looks promising to change and make CX a success. By then, what will CX be rename to?