Everyone talks about it, but few actually know what it is. When we talk about Customer Experience, it can be useful to start by understanding what Customer Experience is not.
First of all, it is not a shopping experience. That would be an oversimplification. And it’s not even about the customer service department, who are generally contacted when there is a problem.
It isn’t even usability, despite the fact that companies like Apple or Google have made this into one of their fundamental characteristics.
It isn’t even “customer marketing”, by which we mean a form of communication used for attracting new clients and keeping old ones.
Customer Experience is actually a combination of all of these things: it is the way clients perceive each and every interaction they have with a business or brand. We are talking about the way they perceive their experience.