What is customer experience and why is it a much talked about subject these days? How should customer experience be measured and what are some of the best customer experience examples over the world?

1. Customer Experience
Tapish Panwar

2. A customer experience is an interaction between an organization and its customer at multiple touch points
covering a customer’s end to end journey with the organization
Advantages of an effective customer experience created includes but are not limited to – easing customer
acquisition, driving customer loyalty and improving customer retention
Customer experience is what is perceived by the customer through his conscious and subconscious mind
Customer experience must not be mistaken as rational performance of the organization while interacting with
the customer, instead it is wholly a customer side measure
Customer experience is the cumulative impact of multiple touch-points over time, which result in a real
relationship feeling, or lack of it
Customer Experience
Sources – Customerthink, Temkin, HBR, Forbes

3. Measuring Customer Experience
KPMG Nunwood is
the world’s first full-
service customer
experience
management
consultancy
Temkin Group’s
Insight report
publishes annual
customer
experience ratings
for top US
companies
NunwoodTemkin
Pillars of Customer experience measurement
Drivers of Customer experience Sources – Customerthink, Temkin, HBR, Forbes

4. There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere
else - Sam Walton
If-then algorithms to
respond to various
customer situations in
a pre-defined manner
leading to high-class
customer experience
Benchmarking Customer Experience Examples
Higher executives are made to attend customer calls
as part of their training at Amazon to

5. While digital is the future for customer experience, nothing
beats a human touch in your interactions with customers.
Here is the LEGO example to drive home the point
How LEGO’s response to a kid went viral
Sources – Customerthink, Temkin, HBR, Forbes

6. Sources – Customerthink, Temkin, HBR, Forbes
Key to Customer Experience
Micro Customer Experience
• Acts on issues of one customer at a time
• When one customer voices something, you can bet that they represent dozens or
thousands
Macro Customer Experience
• Closing the loop with customers about the company’s commitment to resolve a
universal pain
• Typically requires more than one group to collaborate in discovering the true source
of the issue
Cultural Customer Experience
• Customer experience insights can be intertwined with the company’s vision, mission
and values
• Centering the business on customers’ well-being

7. Thank You