The customer experience isn’t just about the app or website you are developing right now. Customer experience includes all the touchpoints; whether you’re acquiring a customer, onboarding a customer, engaging with a customer, servicing a customer or trying to retain a customer, you’re affecting the experience they have with your brand. Customer experience (CX) is the sum of all experiences a customer has with your brand – it represents the holistic value that you bring forward to the market.
The overall customer experience is something you should look at with every project you do, otherwise you are just solving part of the problem and not ensuring that the customer is happy. Typically businesses look at customers on the outside and work towards them, CX puts customers in the middle of your business so that everything you do is focused on their experiences. It helps create a synergy between all the different departments and ensures that your goals are unified and are of value for the end users.
This article about the insurance industry is a good example of the shift from a product-centric focus to a customer experience one.
What are you doing to ensure that your customers have a positive experience? Look at every touchpoint, understand it and find a way to engage with your customer in a positive way.
For more background on the shift to CX check out these articles: Banking on the customer experience and How Does Service Deign Relate to CX and UX?
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