These are early days for Customer Experience.In the same way a gardener is sometimes surprised at what bursts forth from the ground, customer experience is beginning to take form in front of our eyes. We are still figuring out what the difference might be between customer experience, user experience, usability, omni-channel, cross-channel, and multi-channel so we have to take care not to wander too deeply into the world of buzzwords and biz speak when we try to talk about the very human relationships of customer experience.
Where I work we have created a slide that takes a position on each of these topics just as a conversation-starter with prospects and clients. This serves two purposes; 1) It let’s us know how our client thinks about such things and 2) It gives us all a common, shared lexicon when discussing these things.
So, for the purposes of discussion, here are some definitions:
CUSTOMER EXPERIENCE is the sum of all experiences a customer has with a brand over the duration of their relationship.
USER EXPERIENCE involves a person’s emotions about using a particular product, system or service.
USABILITY is the ease of use and learnability of an item. The object of use can be a software application, website, book, tool machine, or process.
OMNICHANNEL weaves the touchpoints of products and services of the brand into a seamless fabric of all phases of the customer’s brand experience.
CROSS-CHANNEL has the ability to see all of a customer’s information across all channelsand enables more personalized offers based on their brand relationship.
MULTI-CHANNEL is simply having multiple channels through which you buy, market, sell, and fulfill.
Not perfect, perhaps, but certainly a good way to level-set a conversation around customer experience.
Speaking with Human Beings.
In a recent keynote speech, Micah Solomon did a very nice job of talking about customer experience in a refreshingly conversational manner that helps us remember this is about relationships with real live human beings. What I like about this presentation is the personal, conversational tone that supports the subject Micah is presenting. It is, at once, a presentation that is a personal sharing with the audience…much of what a well-executed customer experience strategy aims to achieve.