Customer Experience Management: Getting the Definition Right

I had the opportunity to meet with Dennis Pombriant, managing principal of Beagle Research, last week, during which we spoke about and dissected the term customer experience; much of which he reiterates in his blog from earlier today.

It seems that the term customer experience or “customer experience management” has become a catchall that refers to any experience a customer has had with a business and across any and every product, service, touch point, etc. But as Pombriant points out, the customer experience is really about establishing customer intimacy and isn’t entirely representative of everything we should be considering. Pombriant also mentions the importance of beginning to understand the value of measuring a customer’s attitude (something I blogged about yesterday).

So while businesses might have multiple customer initiatives looking to measure different values, it seems that customer experience is looking to measure the sum of all experiences a customer has had with a supplier of goods or services, over the duration of their relationship…or to once again quote Pombriant, a “meta-intimacy strategy” or umbrella term spanning across multiple value measurements.

In the end, I think it comes down to getting the definitions right and defining the boundaries between CEM and other values and/or metrics companies are looking at, which as usual, is really on a company-by-company basis. Failing to do so can result in missed opportunities for businesses.

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