Customer experience is the sum of all engagements and interactions a customer has with your business in every step of their journey and lifecycle. It’s what your customer feels, thinks, says (to you and others) and more so, what they do now and in the time to come that counts for everything. CX is measured not by NPS (Net Promoter Score) but instead by the sentiment and outcomes in every moment of truth throughout the relationship. That.is.the.experience. And, it’s yours to define.
We live in an era of incredible technological advancements where innovation is a constant. While tech allows for scale, we must first rethink what it is we truly want to scale. The experience we want people to have and share is the essence of CX. Technology then becomes an enabler for introducing or reinforcing desired experiences. The heart of any CX strategy should start with making business more human in a digital age. That’s why humanity is the killer app.
I spent some time recently with Paige O’Neill, CMO of SDL, a company that develops technology to facilitate global customer experiences. In our conversation, we discuss the state and future of CX and human experiences. We also span several relevant topics including:
– Customer experience is becoming more important than the product itself.
– Disruptive technologies and customer behavior are changing how we do business.
– ‘Generation C’ – looking at the customer, not by age but how they behave and become digitally connected.
– Digital experience and the journey.
– The importance of empathy combined with understanding the customer.
I hope you find our discussion helpful. I certainly enjoyed every moment of it! Enjoy!