The customer experience

The concept of the ‘customer experience’ is not new. The idea is a simple one – that a customer, whether existing or potential, forms an impression of a company based on what he/she sees, hears, feels, touches and even smells. This chapter discusses points of customer interaction; client interactions; the eight-step experience process; why the customer experience cannot just be ‘good enough’; measuring the customer experience; using customer experience to build business; and playing the long game.