Subject areaChannels and tools
Also known asCX
Customer experience (CX) is the sum of the impressions a customer forms across all contacts with a company: advertising, website, store, purchase, delivery, support.
Customers do not live it channel by channel; they judge it as a single experience. The idea that experience is itself an economic offering was set out by B. Joseph Pine II and James H. Gilmore in the article «Welcome to the Experience Economy» (Harvard Business Review, 1998).
It follows that a flaw in a single touchpoint weighs on the judgement of the whole brand, and that improving it requires departments that work together.
Source: B. Joseph Pine II e James H. Gilmore, «Welcome to the Experience Economy», Harvard Business Review, 1998.
An example
A customer finds a product available on the website, goes to the store and discovers it is not there. The product is the same, but the experience has worsened, and the negative judgement falls on the whole brand.
Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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