For our book “The Customer Experience Revolution - How Companies like Apple, Netflix, and Starbucks have changed business forever” Sean Van Tyne and I interviewed many great people at genuine “experience companies.” These companies are the companies, large and small, that changes markets and customers’ lives for the better. This includes companies like Skinit, Intuit, EMN8 and MINI Cooper.
All of these companies have a much broader definition of customer experience than most other businesses. The same is true for how they define when the experience actually begins. It begins when people are potential customers, continues as they become customers and through to when they become advocates. And these companies have a positive and disproportionate number of energized advocates compared to their competitors.
Here’s Bean and Van Tyne’s aggregate view of how the best experience companies define customer experience and user experience -
Customer Experience ( CX )
All interactions people have with or about a company’s messages, people, processes, products or services from potential customer to customer to advocate.
User Experience ( UX )
When a person directly interacts with a company’s products or services they are having a user experience. It is the proof point that promises made are true.
How does your company define customer experience and user experience?
