Customer Experience is Human First - white paper

Big insights inspired by small numbers.

Big insights inspired by small numbers. Insight Paper #3


Customer experience is human first Globalisation is a term that was popularised in 1983 by Theodore Levitt, a former Harvard Business School professor when defining changes to technology and social behaviours impacting commerce, making it easier for businesses to sell the same products and services worldwide. For the past three decades we’ve been on this path of technological and societal transformation that has taken us to a point where ‘hyper-competition has eroded traditional product / service advantages, making customer experience the new ‘competitive battlefield’ , quoting Gartner. By definition Customer Experience is considered ‘the feeling that the customer has formed as a result of discrete moments (interactions) over time, which together either strengthen or weaken their preference, loyalty and advocacy.’ A customer’s experience is shaped by three main types of interactions: • Your company brand and what it stands for. Its profile is created by social media and all the other promotional activities you undertake, and the messages that flow out reflect the positioning and values of the business. • Your offerings, reflected by the characteristics of each of your products and / or services and how they are positioned and sold in markets. • The touch points that your customer encounters; from the point when they first learn about your business through to some point well after they completed the purchase and received the goods or services. Your people, and the systems and processes they use to meet the needs of customers, shapes these touch points and creates that positive, neutral or negative emotional state that ultimately determines their decision to make a purchase, refer a friend or remain loyal.

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