What is Customer Experience
This is my first blog post on this website. I figured, I would start with the basics. What is Customer Experience?
Some experts state it is the emotions a customer has with a brand, its products and its services. A few others say that it is a customer's perception of a brand. Still, others say it is all the interactions that a customer has with a business (digital or analog). I like the one cited by the Harvard Business Review, in Adam Richardson's Understanding Customer Experience article. He defines Customer Experience as ,"The sum-totality of how customers engage with your company and brand."
I like Adam's definition because it uses the term "sum-totality" and the implication is that both unseen processes/systems and direct interactions are included. Also, it is the aggregate of these interactions that is critical, not just a specific one. Also, the use of the word "engage" implies a very active relationship. Finally, this sum of all things relates to the company and the brand, not just a feature or option. It is a brand/company level encapsulation.
You may find additional definitions in the greater profession and in many ways all can apply. I just favor this one for the reasons stated above.