Customer Experience

Customer experience (CEX) is defined as the sum of all interactions between an organization and its customers over the life-cycle of their relationship. In this world of abundance (of offers and/or alternative choices, information, etc). customer experience with a particular brand became extremely important in the survival of any brand in the long-run.

This interaction is made up of several parts:

(1) the customer journey – the end-to-end set of interactions of a particular customer segment / “Persona” in the attempt to purchase/use/service a particular product or service. It starts even before a potential customer becomes client of the organization and extends to the aftermath of the entire relationship. This can include several phases along the lifecycle: awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.

(2) the brand touchpoints: are defined as the customer direct interactions with the organization. Some of these interactions are critical for the client’s perception of this relationship. These are so called Moments of Truth (MoT).

(3) the environments the customer experiences (including digital environment) during their experience.

You can find in our community certified CEX experts that can help you map your customer Journeys, discover your customer Pain Points and identify the most critical moments of your business interactions with them. By better understanding your clients and their experiences with your organization you will be able to manage your cost of service and increase customer loyalty.

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