Customer experience is moving and changing every day, meaning new buzzwords pop up left and right. This series will end the buzzword confusion – one word at a time – so you no longer have to smile-and-nod and pretend to know what’s being talked about in your next meeting or conference call.
This is the first article of a multi-part series dedicated to defining CX buzz terms.
Modern Customer Experience (CX)
MOD • ERN • CUS • TO • MER • EX • PER • I • ENCE
Customer experience that is connected, personalized, immediate, and transparent to exceed the demands of empowered customers, at every possible touchpoint. According to Zendesk, modern customer experience environments need to rely on hardware and software, to which companies are digitally transforming to keep up.
DIG • I • TAL • TRANS • FOR • MA • TION
Defined by Altimeter, “The re-alignment of, or new investment in, technology and business models to more effectively engage digital consumers at every touchpoint in the customer experience lifecycle.” Businesses do this to ensure they’re meeting new expectations set by two major factors: empowered customers and market disrupters.
EM • POW • ERED • CUS • TO • MERS
Digitally-savvy consumers that possess seven common traits. They’re early adopters of the latest technology –especially if it makes their lives easier – and they’re always connected, giving them the power to dictate their own unique buyer journey.
DIG • I • TAL • DIS • RUP • TERS
Brands investing in big data, machine learning, the Internet of Things (IoT), and artificial intelligence (AI) to become agile enough to morph to evolving customer demands. They’re beating competitors to market, setting the bar high, and effortlessly appealing to customers by embracing new technology to meet new standards.
JOUR • NEY • MAP • PING
A step-by-step methodology to help businesses identify key stages in the end-to-end customer lifecycle to create tailored, personalized experiences for each individual customer. In simpler terms, Clarabridge defines customer journey mapping as, “the process of documenting every interaction a customer has with your business.”
TOUCH • POINT
Any interaction, channel, or contact a customer uses to engage with your brand–at any time during their customer journey. Today, considering how to make every touchpoint valuable for your customer is key in creating a seamless, consistent customer experience.
Voice of the Customer (VOC)
VOICE • OF • THE • CUST • O • MER
Listening to, and fully understanding, your specific customers’ expectations and preferences. According to Forrester, businesses should run VOC programs that listen to their customer’s feedback, analyze and apply the resulting data, and monitor results to improve their CX strategy.
Moment of Truth
MO • MENT • OF • TRUTH
An essential part of the customer journey when, at any touchpoint, the customer decides to continue engaging with a brand and move on to the next interaction. McKinsey & Company refers to this as a “spark,” a highly emotional moment between the customer and company that creates loyal, committed brand followers – and, this can happen any time, on any channel.