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You are likely familiar with the famous quote from John Ludgate. You can please some of the people all of the time.
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You can please all of the people some of the time, but you can’t please all of the people all of the time.
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What was true centuries ago is only true today, especially when it comes to customer experience or cx. We’ve gathered some voices from across concentrics plus web
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help to help us shape a definition of cx. It all begins with a simple question of what does CX mean to you?
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All the ways in which perceptions are made about a brand. So the experience at every touchpoint, right? Um, whether that’s, you know, an ad that you see
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or an experience that you have in a retail environment or a website experience, I tend to think about the experience
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as the sum total of all of that, Right? Well, I define customer experience as the combination of touch points and moments that matter across all channels,
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human assisted, digital, all of the things that really come together to form an impression of the product and the brand.
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And when done right, customer experience leads to better outcomes for customers and for businesses, but also generate an emotional response.
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Um, I, when I, when I think about cx, I think about, um, uh, relationships. So relationships between, uh, individuals and companies.
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So customer experience is all about, uh, forming those relationships, sustaining them, nurturing them, and then you hopefully making them last
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as long as they possibly can and creating value for both the customer and for the company. Next, we ask our team to think about what CX is
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and to consider what it means to provide exemplary cx. What is it and how do we provide it for customers?
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A couple of different things. So one is making sure that the realized experiences that customers have align with our client’s brand promise.
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That, that, that their expectations of what that experience is going to look like is aligned with the reality of what really happens.
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Exemplary CX should meaning like continuously exceeding the customer experience, customer expectation by providing them the services and value, which are meaningful and memorable.
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Memorable and lasting, and which actually creates them. The, uh, I would say a band equity and a loyalty and advocacy for the product
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or the services that we offer them. No matter what your role in defining or providing cx, we are all customers.
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With that in mind, we ask the team what makes CX notable for them as customers. An exemplary customer experience to me begins
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and ends with the customer needs in mind. So I wanna see that my needs are understood. Who I am is understood.
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The journey that I, um, am on is understood and that it’s been designed to get me to an end resolution
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as quickly as possible. Whether that’s making purchase, resolving an issue, And it goes beyond, like, you know, just serving the basic need,
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but it’s about understanding my need proactively and then helping the things with a sort of like value added service, which I look for.
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Trust and empathy should be paramount there, easy of use. It’s, you can’t just be good. Um, consumers aren’t looking for you
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to meet their expectations. That’s expected. If I buy your service and it gives me what I thought I bought, then I got
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what I paid for, and that’s what I was expecting. When you’re looking for loyalty, the customer needs to experience something that was beyond
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what they were expecting. Then they become emotionally attached to the product or the service, and they want to advocate for it,
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and they want to stay because it’s special. And that’s what we’re really shooting for, is special.
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You’re likely familiar with some version of the famous quote from John Lydgate: “You can please some of the people all of the time, you can please all of the people some of the time, but you can’t please all of the people all of the time.”
What was true centuries ago is only truer today. Especially when it comes to customer experience (CX).
In today’s connected world, the smallest corporate missteps are grossly magnified, and stories of poor customer experiences can quickly go viral, traveling farther and faster than good ones. Compounding the problem is the fact that so many brands’ reactions are panic-driven, taking place in silos, without any consideration for what comes next.
When thinking about the future of CX, we too often make the mistake of trying to calculate where the experience begins and where it ends. The truth of the matter is, customer experiences, good or bad, don’t have an end. It’s more than just one experience. It’s more than just the sum of a few experiences. It’s an execution—and good CX goes above and beyond expectations.
In the world of CX, boundaries blur and experiences shape the future of brands. So, how do you define it? What is CX exactly? What does it mean to you?
In this video, we talk to our team of experts from across our organization to answer these questions and more. They look beyond the trends to discuss how CX is about building connections, fostering loyalty, sparking advocacy for a brand, making experiences effortless, and injecting that extra “wow” factor when it truly counts. Companies must keep those experiences at the forefront of their minds, delivering irreverent excellence that not only pleases, but amazes.
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