Companies that have loyal Customers have managed to create a Customer experience that is consistent, intentional, differentiated, and valuable.
- Consistent – in terms of delivering that experience over time and location (independent of who, when, and where).
- Intentional – in terms of delivering a Customer experience to support the brand (all touch point interactions are designed, not left to chance).
- Differentiated – from competing brands (why you?).
- Valuable – in terms of offering a Customer proposition which meets target Customer needs (See Jobs to be done, i.e., provides a complete solution). [Managing The Customer Experience, Shaun Smith and Joe Wheeler]
A Customer Experience is an interaction between an organization and a Customer as perceived through a Customer’s conscious and subconscious mind. It is a blend of an organization’s rational performance, the senses stimulated, and emotions evoked and intuitively measured against the Customer’s expectations across all moments of contact. [Unlocking the Hidden Customer Experience 2014, Colin Shaw]
A Customer Experience is a Customer’s perception of their rational, physical, emotional, subconscious, and psychological interaction with any part of an organization. These perceptions influence Customer behaviours and build memories, which drive Customer loyalty and thereby affect the economic value an organisation generates. [The Intuitive Customer 2016, Colin Shaw, Ryan Hamilton]
More than half of any Customer Experience is about how a Customer feels, both consciously and subconsciously before, during, and after the experience. [Unlocking the Hidden Customer Experience 2014, Colin Shaw]