Customer experience is the cumulative impact of different touchpoints on a customer’s purchase journey. This covers their perception of the product, the entire customer journey map (awareness, exploration, conversion, and aftersales) as well as their dynamic relationship with the brand. Although customer experience is often confused with customer service, the two concepts are different. Customer experience is the end-to-end perception of an individual’s interaction with the brand. Customer service, on the other hand, refers to the efficiency in solving queries and issues across the customer journey map, which contributes to customer experience but does not define it.
Why a Customer Journey Map Is Essential for Great Customer Experience
Customer experience is the cumulative impact of different touchpoints on a customer’s purchase journey. This covers their perception of the product, the entire customer journey map (awareness, exploration, conversion, and aftersales) as well as their dynamic relationship with the brand. Although customer experience is often confused with customer service, the two concepts are different. Customer experience is the end-to-end perception of an individual’s interaction with the brand. Customer service, on the other hand, refers to the efficiency in solving queries and issues across the customer journey map, which contributes to customer experience but does not define it.
Why a Customer Journey Map Is Essential for Great Customer Experience
Customer experience takes shape over multiple touchpoints across both physical and digital platforms. It is important to map customer journeys across this entire pathway to deliver a consistent customer experience. To get started with customer journey mapping, marketers must first place themselves in a customer’s shoes and approach a product/offering from their perspective.
This will help:
Customer journey maps are essential to define to create a customer experience of optimum quality. View an example of a customer journey map, here.
Get Started With Customer Experience Strategies in 2019
Leading analysts have named customer experience as a major focus area for marketers in 2019, with several challenges and opportunities on the horizon. Beginners to the customer experience landscape need to understand the two key elements which shape every experience:
For a complete overview of customer experience, read our A-to-Z guide.
Scroll down for lots more on customer experience trends, metrics to help measure this dynamic marketing parameter, and exclusive insights from global leaders.
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