Customer Experience

Customer experience (CEX) is the collection of all interactions between an organization and its customers over the lifecycle of their relationship.

This interaction can be described and analyzed as a complete customer journey including the brand touchpoints the customer interacts with, and the environments where these interactions happen (including the digital environment) as well as the customer experiences – physical and emotional – during these interactions.

Customer Journey Mapping

A customer journey map is a visual representation of all the interactions a customer has with an organisation. These can map the end-to-end journey in detail or focus on high-level stages of the journey. A customer journey map tells the story of the customer’s experience. It
consists of a number of ‘layers’, each of which represents a specific aspect of the experience, be they the customer’s expectations, problems they encounter or visual illustrations of each stage of the journey.

Defining Customer Value Propositions

A customer value proposition (CVP) is a business or marketing statement that outlines the reasons why a customer should buy a product or use a service. It summarizes what value a company delivers to its customers, and describes the benefits customers can expect from their products and services. They must be built on an real understanding of what customers need and value, the jobs they are trying to get done (#JobsToBeDone), the Gains they get or Pains a particular product or service relieves them of.

The subject matter experts in our community can help you map your clients’ journeys:

  1. Profile your customer personas and define their goals;
  2. List out all of the touchpoints between your organization and your customers;
  3. Identify and detail the components of your customer journeys (incl. current state, day in the life of a customer, future states, blueprinting);
  4. Take the customer journey (e,g, run mistery shopping);