Customer Experience (in short CX) is about the feelings, memories and perceptions a customer has with your brand’s services and products. An experience starts long before you buy a product, it is every interaction someone has with your brand. It might start from the ads that generated their first awareness, to calls they make with your service team long after the sale was made.
Think about the last time you received a new phone. You might consider the technical details very heavily when you decided to buy, but usually, it’s the experience that you remember. Emotions – like the feeling when unboxing your new phone – stick in your brain longer than the hard facts.
That’s why, whether we’re providing a product or service, in the real world or online, our top priority is simply to give the customer the best possible experience. We don’t live in a world with products that are inherently great or terrible, sold by companies with good or bad customer service. There are only good and bad experiences.
What Is Customer Experience Management?
Customer experience management (in short CXM) includes all processes, strategies and departments that impact customer expectations, engagement, satisfaction and loyalty. It’s more than just customer relationship management (CRM) and affects marketing, sales and customer service. It is about tracking and measuring how customers feel about your brand. In combination with hard figures like sales data, as well as designing activities, you are able to improve every aspect of the customer experience.
