What is Customer Experience?

A Customer Experience Definition to Guide Organizations

As pioneers in the field of customer experience we have conducted a great deal of research into what constitutes a “Customer Experience”.

Much of this research was focused development of our five bestselling books on the subject. We have also published numerous White Papers and Case Studies, in addition to hosting frequent Webinars and Online CX Training Courses.

A customer experience is an interaction between an organization and a customer as perceived through a customer’s conscious and subconscious mind.

It is a blend of an organization’s rational performance, the senses stimulated and the emotions evoked and intuitively measured against customer expectations across all moments of contact.

Our focus on improving customer experience helps to drive value, reduce cost and build competitive advantage.

What We Know

  • A Customer Experience is not just about a Rational Experience.

    (e.g. how quickly a phone is answered, what hours you’re open, delivery time scales, etc.)

  • More than 50% of a Customer Experience is subconscious, or how a customer feels

  • A Customer Experience is not just about the 'what', but also the 'how'

  • A Customer Experience is about how a customer consciously and subconsciously sees their experience

How We Can Help

It’s a complex process of understanding your organization’s relationship with your customers. When addressed effectively, customer experience eases customer acquisition, drives customer loyalty and improves customer retention.

Helping organizations develop customer experience strategies that deliver results

Undertaking specialized emotionally-based customer research methods we’ve developed in conjunction with some of the world’s most prestigious business institutions

Helping to define how customer-centric the organization is, and how customer-centric it wants to be

Designing emotionally engaging customer-experiences

Measuring the experiences the organization currently delivers

Training leaders to become customer experience experts themselves

See how we take Customer Experiences to the next level with the world’s top organizations

Proven Processes to Improve CX

Social FaucetCustomer Experience