Bit of a let down hey, much like finding out there isn’t actually a place called Summer Bay in Australia.
Now we could also have a debate about how CX should more likely be shortened to CE but hey, haven’t we all got something better to do?
So what actually is CX?
Believe it or not, this isn’t as clear cut as you’d think.
According to the Customer Experience Professionals Association (CXPA), CX refers to the perception that customers have of an organisation – one that is formed based on interactions across all touchpoints, people, and technology over time.
So it’s not just the contact centre or the retail counter staff, but every single interaction a customer has with a brand from marketing, the website, the delivery driver, reading the instructions, the packaging of a product and so on.
How is CX Measured?
There are a number of popular methods used to measure CX although they each have a different methodology and focus on different drivers. Some of the popular ones include:
Most organisations will not rely on a single metric and will rather use multiple metrics and methodologies to determine their levels of customer engagement, satisfaction and loyalty.
Is it really all about the CX?
Clearly, delivering a great customer experience is a good formula for business success.
After all, if a customer has a poor experience with your brand they are more than likely going to never do business with you again.
And also tell thousands (or millions) of people about their poor experience via Social Media.
No pressure 😉
But there are many leading business minds suggesting that rather than focus on your customer experience, you should focus on the employee experience.
Richard Branson is famously credited for the saying “Look after your employees and they will look after your customers”.
Of course, we should never just focus on one thing though, should we?
So the industry has now coined a new phrase, CEX merging customer experience and employee experience.
There are always new industry stats being released but the ones below are used frequently:
- 86% of buyers are willing to pay more for a great customer experience
- 73% of buyers point to customer experience as an important factor in purchasing decisions
- 65% of buyers find a positive experience with a brand to be more influential than great advertising
- 84% of organisations working to improve CX report an increase in revenue.
Links to further CX reports and data you may find useful:
Want to learn more: We’ve got some great articles written by industry experts in our How to improve the CX category > category
Do you need help improving your CX?