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Customer experience : - Coggle Diagram
Customer experience :
Definition
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Result of every interaction a customer has with a product, service, brand, which create a reaction of the customer
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Levels of CX
Can be created to customers only when theompany understands when and how the customers interact with company’s offering
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Highest level
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Deals with promises, dreams, stories and image
Occasional XP
Differs depending on time, place and person
Expected XP
Planned, include always certain elements
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Creation of CX
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In multicanal, create a more unified XP
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Phases
Starting point
Customer has images, expectations and attitudes towards the company and its services
Prior to the purchase
Interaction through marketing and communications, customer decide if she/he will buy or not
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Developping CX
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To understand CX, companies should :
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Measuring CX
Objectives
Identify the current state of the service, improvement needs and barriers
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Phases :
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- Choose the experiences to be measured
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- Choose a measurement for each experience
- Plan the data collection strategy
- Set objectives for each measurement
- Identify and react on customer experience problem situations
- Inform others about the measurement results
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