By Dave Nash, Doug Armstrong, and Michael Robertson as featured in the 2013 Journal of Integrated Marketing Communications
Customer experience has recently become more critical lately because managing it via the emergence of a host of enabling technologies to provide data-enabled, insight-driven customer interactions can result in improved customer retention, greater ability to cross- and up-sell, the ability to prevent commoditization and margin erosion, and increase the propensity for customer advocacy that may generate additional referral revenue.
Customer experience is defined as the sum of a customer’s interactions with a company across all of its
touch-points – including employees, channels, systems, products, and services – and the resulting perceptions
about the brand. Research has shown that a customer’s perception of a company is developed as a result of their
interaction across multiple-channels, not through one individual transaction or moment in time, and that a
positive and effortless customer experience can result in increased customer satisfaction, loyalty, advocacy and
greater customer lifetime value.
Download PDF