THE PARADOX OF
Everybody thinks they know what Customer Experience is.
It seems obvious. Customers buy something from you and then they’re either happy or not, right?
And you can measure that customer satisfaction across each touchpoint.
You can then set objective service standards which, in turn, help ensure the optimal customer experience.
Yet you probably also understand that Customer Experience (CX) is a paradox.
We think of purchasing as a series of discreet steps. But it’s a dynamic process, cross-cut with ‘real events’ in the customer’s life.
Brand experience as a social construct
Experienced marketers also know that brand is a social object. That’s how mass advertising has worked for the past 50 years, by creating shared meaning and recognisable symbols and social signals, even for goods which are not necessarily high-priced. In the same way, consistent brand experience sets shared expectations and perceptions.
But, as a customer, what you feel is subjective, in the moment and can be shaped by external factors.
We can accept that the same pint of beer may taste better on a sunny day in the Seychelles than on a wet Wednesday in Wick.
Nonetheless, any good marketer will see that CX embraces many of the simple, common sense practices of classical marketing.