SOAPBOX


What is Customer Experience?


By Peter Tetlow, Client Solutions Director, Ventrica


The contact centre industry is continually evolving. A few years ago we were in the Customer Management industry. Now we have evolved to be in the Customer Experience industry. On the face of it, this rebranding of the industry shows that we look at things from the customer’s point of view rather than simply trying to manage them as if they are a nuisance. However, do we really understand what the customer experience is and how to improve it? A starting point is to look at what experts say. Forrester defines Customer Experience as “how customers perceive


Peter Tetlow.


their interactions with your company.” This is correct in as far as it goes, but only tells half the story. As with most things, we tend to look internally as an industry and assume that the customer experience is all about us and the type of interaction a customer has when contacting the company. However, ask any customer. Customer experience starts


long before they pick up the phone or start a chat session. For a manufacturing company, the experience starts when the customer researches and then purchases the product. Their experience continues when they set the product up and try to


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