Understanding Customer Experience

Understanding Customer Experience

Introduction

The article under discussion is Understanding Customer Experience, written by Christopher Meyer and Andre Schwager. The article describes that how can such processes be created which can lead to providing customers with a better customer experience. The processes described in the article are composed of three kinds of patterns of customer monitoring. These patterns are potential patterns, present patterns and past patterns. The three patterns can also be referred to as the frequency with which they are measured. They can either be pulsed, periodic or persistent, depending upon their frequency of usage. The article also looks into the purposes and usage of these techniques. The article also discusses that how can these techniques be used so that companies can turn the dream of their customers and their customer focus into a system that is real and helpful in their business.

Discussion

Reasons Underlying the Author's Work

Customer experience is one of the most important aspect of the company offerings. It is important that the company provides its customers with quality customer care, as well as, take care of things like service and product features, packaging and advertising, reliability and the ease of use. The fact however, remains that most of the people who are associated with it do not give much importance and thought to how their individual decisions can affect the customer care as a whole phenomenon. All of these people have different ideas about customer satisfaction in their minds, and they act in their own ways and in accordance with the their own experiences and thoughts. The writers want the companies to understand the importance of customer care and experience so that the system of customer care is incorporated in the company's systems.

Customer Experience

Each client creates for himself a perception in every interaction on the company and what it offers, which affects their satisfaction, loyalty and bonding.

What do you think when you expect to be treated on the phone?

What influence the stimuli received at the point of sale?

What do you remember the person you interact?

What does the customer leave the store feeling?

Customer experience revolves around questions like these, looking for customers generated reactions that result in a positive experience. Customers are more demanding, and they are not happy enough to find a product that fits their needs. They now demand a customer experience that makes the product of one company different from that of the other.

Organizations face a competition such that they cannot be mere suppliers of products or services, they seek differentiation perceived by the customer. It is the customer experience that differentiates the windows of Microsoft for an IT specialist and the Mackintosh Operating system of Apple Inc. for the home users. The customer experience is at all levels of business, whether it is B2B, B2C or C2C.

Customer experience and customer satisfaction are provided by the supplier to the business customer through a fit of benefits and costs. The data about the experiences of the customers is collected at different touch ...