Customer Experience

Everything the customer thinks, sees, touches and feels across the whole relationship — not the single support call. Customer service is one transactional slice; customer experience is the entire relationship across every touchpoint, over the life of the customer. The first four questions are answered behind closed doors. CX is the open battleground — where the hypotheses of vision, market, strategy and model meet a real customer and either hold or break.

This is where revenue actually happens — and where the cheapest growth hides. Most businesses obsess over acquisition and starve retention and growth, the most expensive mistake in CX, because a lift in retention usually beats the same lift in acquisition for less money. In the experience economy a small, intensely engaged audience can out-compete a giant with a tired experience. Get CX right and the customer carries the peaks forward; the details fade but the way you made them feel does not.