Investing in better customer experience (CX) may significantly contribute to revenue growth and customer loyalty. According to Gartner, “More than two-thirds of marketers responsible for CX say their companies compete mostly on the basis of CX, according to the 2017 Gartner Customer Experience in Marketing Survey. And in two years’ time, 81% say they expect to be competing mostly or completely on the basis of CX.”
CX is undoubtedly very important. But what exactly is it? Over the past few years, this term has become quite popular. However, its generally accepted definition remains elusive; many continue to interpret it in their own way.
Below is a list of definitions that offer a better picture of what customer experience really is.
Definition #1: CX is how your company meets (or not) customer expectations from each interaction between the customer and your company.
Definition #2: CX is the perception by customers of their interactions with the organization, as well as the business discipline associated with the design and management of these interactions.
Definition #3: CX is a value that accumulates while you build relationships with customers through communication, trust, loyalty, and recommendations.
Definition #4: CX is in many ways similar to a good marriage or partnership: good early experience has a great influence on relationships, and each interaction is either a debit or credit.
Definition #5: CX is providing users with the desired result in the way that they want to get it.
Definition #6: CX is the creation of memorable and personal interactions so that customers want to spend more time with a particular company.
Definition #7: CX is the overall experience of interaction (or perception by customers of their interactions) of a client with a company.
Definition #8: CX is all that your brand does for your customers and how it makes them feel.
Definition #9: CX is a combination of pain and pleasure that a person goes through while using a product or service.
Definition #10: CX is each and every customer contact with your employees, your product, and its delivery method.
Definition #11: CX is the transformation of someone who, until recently, had no idea about you, into someone who receives a lot of value from interacting with you, loves your company, and recommends it to their friends.
Definition #12: CX is a combination of conscious and unconscious aspects of a visit, deal, or product.
Definition #13: CX is how customers perceive their interactions with your company and how it affects their progression through your marketing funnel.
Definition #14: CX is how a company fulfills its brand’s promises.
Definition #15: CX is a process that occurs as a result of a person living in a certain situation. This is not just a moment in time — it’s a dynamic set of feelings and sensations that arise in a given situation. These feelings connect the company or brand with the lifestyle of the client in a wide social context.
The ability to provide an excellent customer experience is rare and, at the same time, increasingly valuable. According to Forrester, until recently, only 1 in 5 companies was delivering good or great CX.
Only those companies that practice high-quality customer experience and make it the core of their business strategy will flourish as, based on Walker report, by the end of 2020, CX will overtake product and price as the main brand differentiator.
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