We have heard a lot around the term 'Customer Experience' but what exactly does it mean? Shep Hyken, customer service expert, professional speaker and New York Times bestselling business author, visits Guudjob's Customer Experience Academy to explain what 'Customer Experience' really means.
If you do not have time to watch the video, you can read this brief summary:
The truth about Customer Experience
According to Forrester Research, Customer Experience is the way how customers "perceive their interactions with a company" and managing this perception is one of the most considerable things brands should invest on.
In the past few years, the term 'experience' has started to creep in, and the definition of Customer Experience differs from the interpretation that was used several years ago. Customer Experience used to be referring to Customer Service, but nowadays, we can affirm that they are completely different since Customer Service is a big part of the Customer Experience.
Shep Hyken claims that Customer Experience is virtually any touch point or any interaction that you have either with the people of the company or the product of the company. " If you receive a package that you ordered from a company, you open it up and it's neatly packaged and you can talk about it with somebody that you care, that's a part of the Customer Experience. The same, if you pick up the phone, and call to talk with somebody about a billing problem, or maybe you want to order more, the experience you have waiting to talk to somebody until finally you talk with somebody in that interaction, that's all part of the experience."
Blake Morgan, Customer Expertience Futurist, author and Forbes' columnist, explains in her article the difference between Customer Service and Customer Experience. If the first one is a "bare-bones transaction between a customer and a company", the second one considers all the aspects of a customer’s interaction with the company, including "what a customer will think, see, touch, and smell".
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