Few CEOs would argue against the significance of customer experience or against measuring and analyzing it. Customer experience is shaped by customers’ expectations, which largely reflect previous experiences.
It encompasses every aspect of an offering: customer care, advertising, packaging, features, ease of use, reliability. Anyone who has signed up for cell phone service, attempted to claim a rebate, or navigated a call center has probably suffered from a company’s apparent indifference to what should be its first concern: the customer experiences that culminate in either satisfaction or disappointment and defection.Ĭustomer experience is the subjective response customers have to direct or indirect contact with a company.
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