We see our customers as invited guests to a party, and we are the hosts,” proclaimed Jeff Bezos in 2004. He added: “it’s our job every day to make every important aspect of the customer experience a little bit better.”
13 years on, and today’s customers are getting invitations to all sorts of wild and elaborate parties. So if you aren’t nailing your customer experience in 2017 you’ve every chance that your clients, and potential clients, will slip out the back door and wander off to the banquet next door.
Gartner defines customer experience as “the practice of designing and reacting to customer interactions so as to meet or exceed expectations and increase customer satisfaction, loyalty and advocacy.” The customer journey should underpin your strategies for sales, marketing, customer service, and more – essentially any area of your business that touches clients.