Consumer experience (CX) – also called customer experience, is the perception a patron has after engaging with a company, brand, product or service. It is the product of an interaction between an organization and a customer over the duration of their relationship. This interaction includes a customer’s attraction, awareness, discovery, cultivation, advocacy and purchase and use of a service. It is measured by the individual’s experience during all points of contact against the individual’s expectations. (1)
Dolce & Gabbana Example
For instance, Italian fashion brand Dolce & Gabbana filmed a sentimental family-oriented social video to debut its new line of women’s watches to appeal to consumers’ holiday mood. Dolce & Gabbana’s video, “Matilde!” featured a young girl as the title character, hoping to give her mother a special gift for Christmas, a specially designed Dolce & Gabbana watch (see story).
Triggering a consumer’s emotions can result in a loyal relationship that works to maintain retention.
During “The making of a great customer experience” keynote, Megan Burns, vice president, principal analyst at Forrester Research said:
“How consumers feel about an experience has more impact on their loyalty to the company than functional aspects like effectiveness and ease in the 17 industries we test,” (2)
References
- Customer Experience, https://en.wikipedia.org/wiki/Customer_experience
- Emotion generated through consumer experience drives brand loyalty, http://www.luxurydaily.com/emotion-generated-through-consumer-experience-drives-brand-loyalty/
