When we think about customer experience, we often limit ourselves to satisfaction. We just want to know if the customer was happy with our product or service or not. But this vision falls short, very short. Customer experience (CX) is a complete journey, a continuous and, to a large extent, multidimensional process. This means that we are talking about much more than a simple interaction; we are talking about every point of contact we have with the customer.

A complex and dynamic journey*

Imagine the customer experience as a journey that begins long before you decide to buy from us and that doesn't end the moment you buy something. There is a previous stage where the customer explores, considers options and creates expectations. Then comes the purchase itself, which is only a brief but crucial part. And finally, after the purchase, the process follows: the usage, the possible contact with customer service, and even the recommendation you can make to others. Each of these phases has its own challenges and opportunities.↻

Touchpoints: Which ones do we really control?

On this journey, there are points of contact that we control as a brand (advertising, our website), others that are in the hands of partners (distributors, third parties who share our brand), and then there are those that belong to the customer or to the social influence (reviews, opinions of friends). It's a complex environment, where some variables are in our hands, and others aren't. To manage it, we need to understand that the customer interacts with us in a non-linear way and in a world full of variables.

Beyond Control: External Factors We Can't Ignore

Another aspect that changes the customer experience is the context: the economic environment, unexpected events or even the weather. These external factors affect how the customer perceives the experience and, although we can't control everything, we can adapt and anticipate. This article highlights how critical events can change customer perception in the short and long term, making it all the more important to have a flexible and sensitive approach to what's going on around.

A comprehensive and multidisciplinary approach3

Managing this experience requires integrating teams, disciplines and even external partners. Marketing or sales are no longer enough; collaboration is needed between areas such as technology, operations, and customer service. At woku, we know that every area plays a role in CX and that alignment is key to delivering a consistent and satisfying experience.

The three Spidermans pointing at each other, with labels of 'Marketing', 'Operations' and 'Sales'. It illustrates the need for alignment and collaboration between areas to effectively manage the customer experience.

The Future of CX: More Than Just Good Service†

It's not just about measuring how satisfied a customer is today, but about understanding the full journey. At each point, we must ask ourselves: what value are we creating? Because CX isn't just a moment; it's the sum of interactions that build or break the relationship with the customer.

References

Lemon, K.N., & Verhoef, P.C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80 (6), 69-96.