customer experience

Introduction

Customer experience (CX) is a critical aspect of modern business strategy, encompassing every interaction a customer has with a company. It includes direct interactions such as customer service and indirect interactions like advertising and packaging. Understanding and managing customer experience is essential for fostering customer satisfaction, loyalty, and competitive advantage.

Key Insights

Holistic and Multi-Dimensional Nature of CX:
- Customer experience is a holistic process involving cognitive, emotional, physical, sensorial, and social dimensions .
- It is shaped by every point of contact between the customer and the business, including customer care, advertising, packaging, and product features .
Importance of Managing CX Across Touchpoints:
- Effective customer experience management (CEM) requires monitoring past, present, and potential customer interactions through various methods like surveys, interviews, and online forums .
- Companies need to integrate multiple business functions and even external partners to deliver positive customer experiences .
Customer Expectations and Satisfaction:
- There is often a gap between companies' perceptions of the experiences they provide and customers' actual experiences, leading to dissatisfaction .
- Service quality and customer satisfaction are declining as customers frequently receive service below their expectations.
Strategic Importance of CX:
- Managing customer experience strategically can create customer value, differentiation, satisfaction, loyalty, and competitive advantage .
- Retailers must focus on macro factors like promotion, price, merchandise, supply chain, and location to shape customer experiences and behaviors.
Measurement and Improvement of CX:
- Traditional metrics like customer satisfaction and Net Promoter Score may not fully capture the complexity of customer experience.
- New measures, such as the customer experience quality (EXQ) scale, better predict loyalty and recommendations.
Future Research and Development:
- There is a need for further research into the determinants, dynamics, and management strategies of customer experience.
- Future research should focus on understanding the specific role of different experiential features and developing tools to support marketing managers in creating the desired customer experience .

Conclusion

Customer experience is a multi-faceted and holistic concept that requires comprehensive management across all customer touchpoints. Companies must bridge the gap between perceived and actual customer experiences to enhance satisfaction and loyalty. Strategic management of customer experience, supported by appropriate measurement tools, is essential for achieving competitive advantage. Future research should continue to explore the complexities of customer experience to provide deeper insights and practical tools for businesses.

Customer experience

Summary

Introduction

Key Insights

Conclusion

Sources and full results

Understanding customer experience.

Customer experience management (CEM) involves monitoring past, present, and potential patterns to identify growth opportunities and immediate intervention needs for each customer.

Customer experience: fundamental premises and implications for research

This paper develops four fundamental premises of customer experience that reconcile contradictions in research and provide guidelines for future research, advancing the conceptual development of this key marketing concept.

Towards the ‘perfect’ customer experience

Achieving an 'outstanding' or 'perfect' customer experience at an affordable cost can be achieved through a combination of customer-focused strategies and innovative technology.

Understanding Customer Experience Throughout the Customer Journey

This paper explores customer experience and the customer journey in an increasingly complex era, examining definitions, conceptualizations, and historical roots, and identifying critical areas for future research.

Customer experience – a review and research agenda

Customer experience is a holistic interactive process involving cognitive and emotional clues, resulting in unique and pleasurable memories, crucial for creating customer value, differentiation, satisfaction, loyalty, and competitive advantage.

Customer Experience Management in Retailing: An Organizing Framework

Customer experience management in retailing can improve customer satisfaction, increase shopping visits, and increase profits by focusing on macro factors like promotion, price, merchandise, supply chain, and location.

The interplay of customer experience and commitment

This research identifies the most salient attributes of customer experience that enhance customer commitment, offering insight into service design for specific commitment and experience dimensions.

How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer

This study explores the importance of creating the right environment and setting for a positive Customer Experience, aiding marketing managers in generating stimuli to activate various components of the experience.

Towards a Better Measure of Customer Experience

The customer experience quality (EXQ) scale better explains and predicts customer loyalty and recommendations than customer satisfaction, offering a more comprehensive measure of customer experience.

Customer Experience Creation: Determinants, Dynamics and Management Strategies

Prior customer experiences influence future customer experiences, with social environment, self-service technologies, and store brand being key determinants in creating a great customer experience across channels.

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