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Why Is Customer Experience So Hard to Explain?

Blog: Enterprise Decision Management Blog

Customer experience hard to explain

When I tell someone what I do—customer experience consulting or customer experience management—the most common reaction is a nod. Sometimes the nod is accompanied by a murmured, “Mmmm…” But I’ve learned that, more often than not, a miscommunication has begun to take place.

Customer experience is one of those topics that people hear mentioned and often think is something else. A lot of people think customer service, or customer support or simply being nice to customers. If I’m speaking with someone who knows something about design or product management or engineering, they might connect with user experience. And if they’re an executive who is concerned with better use of data to retain customers, then customer success may be what comes to mind.

In actuality, customer experience is none of these things, but it encompasses all of them. While company leaders and employees often misunderstand what customer experience is all about, when we ask customers what it is, they often get it right.

Customer experience is all interactions, expectations and emotions a customer has during their entire journey with a company.

With this definition in hand, it’s easy to see how the misunderstandings of customer experience mentioned above fall short:

For an organization to become disciplined around improving customer experience, everyone needs to start on the same page. In our earlier blog post, Are You on the Right Path to Customer Experience Maturity, we laid out a path for success that most companies can follow to improve customer experience. But when there’s confusion around what customer experience really is—or when we assume that everyone else in the company understands what constitutes customer experience—that path for success becomes obscured. We make costly missteps and may have to backtrack or even start over.

One of the ways to build alignment around your efforts is to define what customer experience means for your organization, just like you would with a brand promise or company mission. (Your company mission incorporates customer focus, right?) It’s best when you define customer experience in a way that resonates with your brand, your business and your culture, and then you share it with everyone in the company. Here are some examples…

However you choose to describe customer experience in your organization, make it easy to understand so it isn’t confused with customer support or user experience. If you’re able to make it as memorable as, “My name is Inigo Montoya. You killed my father. Prepare to die,” bravo! Improvement goals will be easier to achieve when everyone in the organization is aligned on purpose.

How is customer experience defined in your company?

Defining and communicating the importance of customer experience to the entire organization is one of the best practices tied to the Culture & Understanding discipline in the FICO Customer Experience Maturity Assessment.

The post Why Is Customer Experience So Hard to Explain? appeared first on FICO.

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