Customer Experience (CX) is the outcome of every interaction a customer has with a brand. It includes the moment of usage: the product has to work, of course.
But it’s much more than that. CX includes how quick and easy a website is to use, the attitude of store staff, a brand’s advertising, its packaging, delivery and return policies, and expectations based on pricing.
It’s where the customer compares their expectations with reality; where they make a complex, in-the-moment assessment of everything a brand has promised, and what they actually got.
As Warren Buffett famously said, when tide goes out, you can see who’s been swimming naked. CX is the tide going out. It’s where brands delight or disappoint the customer – and then fly or fail as a result.
For more information on Super CX please contact John Keaveney: [email protected]
Re-watch WPP BAV’s Super CX webinar
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