Definition
Customer experience became a very popular term in business, especially in the last decades.
Customer experience represents how a customer perceives a brand or a company based on their exposure to it.
Customer experience can be seen also as everything related to a business or to a brand that affects a customer’s perception and feelings about it. Therefore, customer experience covers a lot of aspects that a company offers, such as the following:
- The quality of customer care;
- Advertising;
- Packaging;
- Product and service features;
- Ease of use;
Customer experience can be also defined as a subjective and internal response that customers give to any direct or indirect contact with a brand or a company.
Customer experience represents the relationship between a business and its customers, which includes every interaction, no matter how short or long it is or whether it results or not in the purchase of a product or a service.
Other definitions about this concept, given by specialists in this field, are the following:
“Customer experience is the sum of all the interactions that a customer has with an organisation over the life of the relationship with that company or with that brand.” (Annette Franz, founder and CEO of CX Journey)
“Customer experience involves every way a customer interacts with a company, at all stages of the customer journey.” (Dave Dyson, Senior Customer Service Evangelist, Zendesk)
