Customer Experience

Overview

Customer Experience is a key concern of the marketing department. It is the recognition that the product or service being sold encompasses all the interactions the interactions that the customer has with the firm, and not just the product or service in and of itself.

As an example, customers will take into consideration the quality of a company's product support and initial sales process when making purchasing decisions. Top tier firm's make sure that every touchpoint that a customer has with the firm is high quality.

Mapping the Customer Journey

To fully understand the customer experience usually requires mapping out the customers journey, that is, their experience with your company and product and the process that they use to navigate that journey.

Phases of the Customer Interaction

The following are a fairly generic set of top level categories mapping out the customer experience.

• Becoming Aware of the Product
• Deciding to Buy the Product
• Use of and Interaction with the Product
• Deciding to Discontinue use of Product