Some people think customer experience is just another term for customer service - but it isn't!

My definition of customer experience is: "Everything that a customer or potential customer can see, hear, feel or touch about your business or organisation". So it covers absolutely everything your business and employees do from your website and marketing material, to social media posts by and about you to every communication and interaction you have with prospective, existing or former customers. Everything has to be consistent and right for the customer - even the really small things that you may not think would make a difference to whether someone buys from or stays with you - they all count!

I can get a bit nerdy about this, especially as I've been helping businesses get it right for over 20 years. I've analysed millions of customer comments and complaints from all sizes of businesses across all sectors and I've even written books about it. One's called "The 6 things that all customers want". They are: make it easy, set expectations, keep your promises, keep me informed, treat me as an individual and put it right if it goes wrong. You can buy it now on Amazon!

But the basis of great customer experience is to understand the journeys customers can take through your business - the different touchpoints and the routes between them. I'll write more about that soon.

Watch our video here: https://youtu.be/QCQ9MpPHRzc