What is customer experience (CX)? How is it different to marketing and customer service? There are many definitions for this term, so Forrester Research have tried to narrow it down by asking 18 CX professionals from different companies.

However, firstly you should know that customers’ perspective on a company reflects their customer experience. The 18 CX professionals should actually explain how you get CX quality in the relationship with the customer and Forrester should share the points they agree on. The study instead found out that customer experience consists of three things:

·         Utility – it has a special value for me

·         Usability – it is easy to use

·         Fun – I have a good feeling when using it

This is a simple picture for CX. It is possible to describe it in even simpler terms. Utility and usability actually belong on the same scale. The lower the usability the lower the utility. On the other axis, the emotional experience takes place at the touch points of the customer journey.

Simplicity is helpful because we need a definition that is usable for data organization. CX is firstly a process technology and hence the focus of digital transformation. Thus, CX has a control function for marketing, customer service and many more departments. CX-models will be more and more important for an excellent performance in the relationship with the customer.

You will find the results of the Forrester Research study here.