Customer Experience For Dummies

Chapter 1

Basic Training: Customer Experience Basics

In This Chapter

Looking at eight essential steps to creating a great customer experience program

Understanding why little things mean a lot

Considering why the “low-hanging fruit” approach doesn’t work

Appreciating the importance of “owning” customer experience

Thinking of customer experience as the ultimate competitive advantage

Before you can work to improve customer experience, you need one key piece of information: what customer experience is. The best definition we’ve seen comes from customer experience thought leader Colin Shaw:

Customer experience is the sum of all interactions between a customer and your organization. It’s the blend of your organization’s physical performance [and] the emotions that you create all measured against customer expectations across all of your points of interaction.

Or to put it another way: Customer service is an attitude, not a department.

Simple, right? Well, maybe not. If you begin to dissect ...