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Modern CX Terms Defined – Part 1: Customer Experience Terminology

Samantha Hausler
September 27, 2017

2 minute read

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.

Digital Transformation

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.

Empowered Customers

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.

Digital Disrupters

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.

Journey Mapping

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.”

Touchpoint

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.

Samantha Hausler
Samantha Hausler is a bit obsessed over digital tech trends, coffee, travel, brunch, and reality TV. Samantha is a Marketing Strategist for Oracle CX with over 9 years of experience in the industry.
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