The Customer Experience


Management Concept



The idea that customer experiences can be strategically managed is not entirely new. In a sense, companies have always tried to influence and manage their customers' experiences through advertising, merchandising, store design, lighting, music and, of course, service. They have always tried to deliver a consistent set of cues, messages and human interactions that, taken together, create "the customer experience." Although the term may be new, customer experience management has for many years been a fundamental consideration in the way most companies do business.

Customer Experience Management is not, however, simply an old idea in a new wrapper. In recent years a number of fundamental changes have occurred in the business environment that have led to the emergence of Customer Experience Management as both a strategic discipline and a fast-growing industry, complete with a wide array of tools and solution sets. The changes have been fueled by technological advancements, which have expanded the range of services available to customers, and simultaneously led to escalating customer expectations. The result is that there are now more services and products available than at any time in the past, yet customer satisfaction is on a downward slide. Customer Experience Management can help reverse that slide by providing efficient business tools that make the interactions between companies and customers more rewarding for both parties.