I’ve got a confession to make! When I was working at my corporate jobs, I didn’t particularly like the term ‘Customer Experience’. In fact, when I first started out, nobody spoke about experiences, the terminology back then was Customer Relationship Management or Relationship Marketing. ⁠

For many, customer experience has a whiff of ‘fluffy’ or is seen as the same as handling customer issues. I was often introduced as ‘Marion is looking after our customer complaints’. 

Customer experience management is far more than just handling complaints or making customers feel good. It’s a strategic function that aims to improve the customer’s experiences with a company by ensuring all customer operations such as marketing, sales and customer service processes are clear, efficient, effective and customer-centric. ⁠

Customer Experience is a strategic function.

Customer experience professionals need to work across the whole organisation to improve those processes and also need to ensure their initiatives are not only improving customer outcomes, but also have a positive effect on retention and repeat purchases. Whilst having happy and satisfied customers is awesome, this also has to translate into commercial opportunities for the business.⁠

⁠That’s my take on it. I’ve made peace with the term ‘Customer Experience’, even if many out there may not agree with my definition.