Customer experience (CX) is the product of interactions between an organization and customer during their entire relationship. Excellence in customer experience involves playing the long game.
Most service encounters are positive in a narrow sense; employees resolve the issues at hand; however, the underlying problems were avoided. It involves being open to insight, trial and error, selecting what works and revisiting what did not.
Identifying the effectiveness of numerous interactions gets us closer to the core of the Customers Experience. Satisfaction falls almost 40% due to cumulative negative experiences over time, across numerous touch-points (Website, Phone, Email, Social Media.)
