As the Customer Experience (CX) movement has taken hold over the past few years, there’s been a near consensus emerge in the industry that CX is about managing interactions between an organization and its customers, and doing so in a way that creates value for customers and (eventually) for the company as CX improves loyalty.
The CXPA for example, says:
The Customer Experience Professionals Association (CXPA) is a global non-profit organization dedicated to the advancement of customer experience management practices. Our members are individuals who develop, manage, optimize, and envision how organizations interact with their customers.
Gartner defines CEM as as: “the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy.”
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In a recent post about the difference between customer experience and customer engagement, industry experts were nearly unanimous that CX is about interactions, or more precisely, how customers perceive interactions.
Clearly interactions include people and systems. But don’t customers also interact with products? Don’t they also form perceptions based on pricing? Some brands, for example, create “value” for customers with a constant stream of discounts, which appeals to some.
Furthermore, in a comment on his recent CX post, Phil Klaus (Professor of Customer Experience and Marketing Strategy at ESCE International Business School, Paris) says:
Our research, leading back now 10 years highlights that CX, as in how customers perceive the value of a product/service in use, is (unlike price and product category) the key driver of consumer/customer behavior.
So, I’m now confused. I thought CX/CEM was about interactions, but now I’m not so sure. Should the scope of CX also be concerned with how customers perceive the products they use? The pricing they receive?