Customer experience is the impression created on the customer as the results of contact with a company through any touch-point, whether through marketing, branding, customer service, support, in-store experience, design and usage of a product, service or Web site, etc.

Customer experience is not customer relationship management (CRM) or customer satisfaction, which are concepts that are limited to specific touch-points with companies or specific points in time.

Researching the Experience

While the customer experience can be improved on the surface level and on unique channels with basic mechanisms such as offering a more courteous and faster service, loyalty points, special gifts, etc., creating a significantly different, unique and memorable customer experience requires gaining a deeper understanding of the very fabric of emotions and how they are created. It requires researching needs, attitudes, motivators and perceptions - at every step in the customer lifecycle.

The Customer Experience Diagram: Touch-points affect customer's attitudes and perceptions. In turn, customer needs, behavior and motivators should be used to build the touch-points.

Consulting Services

At Customer input, we research customers' true underlying needs in order to create experience strategies that respond to them consistently at every touch-point. Clients use our services for specific or multiple-channel optimization and also for helping to set up the internal customer experience practice and departments.

Customer Experience Optimization

At Customer input, we take a multi-layered, multiple-point approach to customer experience optimization. Using unique methodology and leveraging from our experience researching and improving every type of customer interaction, we provide customer experience optimization by:

• Researching the customer experience throughout the customer lifecycle
• Identifying and prioritizing critical touch-points
• Uncovering improvement opportunities
• Creating unique customer experience strategies

Customer Experience Practice Management

Because customer experience is a cross-channel, cross-departmental concern, monitoring and improving the customer experience on an ongoing basis can be challenging.

We help companies implement customer experience practices by looking at their current structures and helping them establish protocols and processes that will bridge the gap between various departments. We also help establish key performance indicators of customer experience at different channels that go beyond customer satisfaction measurement.