The experience is the product

And the customer is the producer.

For a lot of products, the experience with the product IS the product. It it’s the same for package holidays as it is for a phone app, a restaurant visit or a musical greetings card. To manage the situations in which these experiences occur, providers traditionally talk about departments, delivery change, customer service, developing technology and new procedures.

Aiming for sturdiness

Customer Experience programs need a strategic goal with respect to the customer. For a long time, customer satisfaction was popular, and was used to address the customer’s attitude. Alternatively, there was the Net Promoter Score which provided a center point for communication. We also tried again and again, to address loyalty, because it would enable us to determine the client’s real behavior as a reference value.

CX – Nothing new?

Stay human and make the customer’s life easy! This is certainly the most important principle of good customer experience. To do this, you don’t need a sophisticated customer experience program – in fact, that would be laughed at. Customer experience has always existed, but it is only recently that it has been looked at more closely. Every trader that ever lived would have experienced or suffered from it, sometimes without knowing what is happening to them.

The Brand as Experience

A knowledge or experience economy, the way we think in Customer Experience, leads to a shift in thinking in all business departments. It is especially important for the manufacturer or supplier to look at themselves through the eyes of the customer. This requires cross-departmental thinking. Where is the customer currently positioned, along the customer journey? Where were they before? Where are they heading to from here?

Marketing or Customer Experience

Marketing and Customer Experience have basically the same interests, but the objectives may ultimately be different. If you define a successful customer journey as a signature on the dotted line, then you can identify which point of the experience perception had the most significant impact. This insight is invaluable for marketing because it can determine the priorities and where to focus.