Customer Experience (CX)
Introduction
Customer experience (in English: customer experience, abbreviated CE or CX) is the product of a customer's perceptions after interacting rationally, physically, emotionally and/or psychologically with any part of a company. This perception affects customer behaviors and generates memories that drive loyalty and affect the economic value an organization generates. Furthermore, the customer experience can not only be thought of from the perspective of the user of the good or service, but also from the perspective of public services such as transportation.[1].
It covers all interactions from attraction and interest generated by marketing, discovery, purchase, use, customer service and even cancellation, regardless of the channel through which they occur. Its scope is integrative, uniting the business around the customer's vision.[2].
In recent times, customer experience management has become a competitive differentiation strategy, a true discipline that goes beyond customer satisfaction and service quality.[3] It is about understanding, designing and managing interactions with customers to influence their perceptions, seeking to increase their satisfaction, loyalty and support.
To do this, it is necessary to define a customer experience strategy, defining the business culture based on values, beliefs and behaviors focused on thinking like the customer instead of thinking only about the customer.[3][4] Likewise, a clear governance structure must be in place, delimiting responsibilities, decision-makers, traceability, compensation packages and reward models, designing and guiding business processes to offer maximum value to the customer.
The business model that works on the customer experience in a structural way is known as "Customer Centric". A model widely used in the US, having been popularized by large brands such as Amazon or Starbucks. It is about putting the customer at the center of decisions, to ideate from their point of view and in this way progressively improve their experience. Customer-focused companies don't just sell a product or service, they consistently deliver positive experiences to engage their customers on another level. This link translates into results, due to a greater volume of sales and the effect of the recommendation.
Customer Experience Manifesto
The Spanish Association for the Development of Customer Experience (DEC) considers that a company must comply with the following decalogue[5] to consider that an organization has managed to implement this discipline in its relationship with the different interest groups: