CUSTOMER EXPERIENCE 101 • Customer experience, also known as CX, is the customers’

holistic perception of their experience with a business or brand.

What is Customer Experience
• CX is the result of every interaction a customer has with the
business, from nav igating the website, to talking to customer
serv ice, and receiv ing the product/serv ice they bought. It can
be argued that ev ery single operation of a business impacts the
Sales customers’ perception and their decision to keep coming back
or not – hence a great customer experience is crucial.

• Deliv ering a great customer experience is hugely important for

any business. The better experience customers hav e, the more
repeat custom and positiv e rev iews a business will receiv e, while
simultaneously reducing the friction of customer complaints and
returns.

Product Support • The benefits of delivering a great CX include:

CX – Increased customer loyalty

– Increased customer satisfaction

– Better word-of-mouth marketing, positive reviews, and

recommendations
Marketing • All business models can benefit from improv ing the customer
experience: subscription businesses can increase retention and
reduce churn, e-commerce marketplaces can increase repeat
custom and reduce returns, and serv ice industries can gain
recommendations and reduce complaints.
ELEMENTS OF CUSTOMER EXPERIENCE
IN THE DIGITAL AGE
A successful approach to excellence in customer
experience has four core elements:

Inspiration: Create a comprehensive vision for a

customer-centric business and operating model
with clear targets.

Insights: Develop customer insights and link

customer satisfaction to operational key
performance indicators and business impact (such
as churn and cross-selling).

Improvement: Radically redesign customer

journeys from start to finish, using digital elements
as the standard.

Institutionalization: Build customer-centricity into

the organization, changing culture and processes
from the front line to the C-suite.

Each element can yield a better experience, but

the full impact is seen only when the four work
together.