So, how does ChatGPT define customer experience? When asked to explain it in three sentences, here’s the answer: 

Customer experience refers to the full range of interactions a customer has with a company, from initial contact to post-purchase and beyond. It includes all touchpoints, whether digital, physical, or through customer support. A positive customer experience aims to boost satisfaction, loyalty, and long-term relationships. 

In short, customer experience is a broad and complex field. It’s about meeting a customer’s expectations throughout their entire journey with your company. This complexity becomes apparent when you consider the many touchpoints customers might have – through social media, your website, emails, or even tangible experiences like unpacking a product or reading a user manual. Here are some examples of companies excelling at these customer experience touchpoints: 

• Operating instructions: IKEA makes assembly simple for customers. 
• Unboxing the product: WMF ensures the customer feels they’ve bought quality the moment they unbox. 
• Chat: Amazon offers 24/7 chat support, providing personalized solutions.

To manage this complexity and truly understand customer needs, the concept of Customer Experience Management (CXM) was born. This is essentially a strategy that companies use to align their business processes with customer expectations, which brings us to customer-centricity – a buzzword you’ve likely heard. CX can be broken down into four key areas: 

1. Customer-centric business processes
   Customers expect their interactions with a company to be quick, easy, and barrier-free. They don’t care whether a process is complicated on the company’s end; they just want their issues resolved efficiently. Yet, many companies still prioritize internal process efficiency over customer satisfaction. A common example is the complaints process, where the interests of the company often clash with those of the customer. As Steve Jobs famously said, “You have to start with the customer experience and work your way back to the technology.”
2. Employee engagement
   Embedding customer experience deeply into your corporate culture is crucial. Customers not only want their issues resolved but also want to feel understood on a human level. Empathetic, well-trained employees are key to achieving this. However, for employees to stay engaged, the company’s processes must also be customer-centric. If they aren’t, employees may become frustrated, unable to meet customer needs and bearing the brunt of customer dissatisfaction.
3. Continuous company adaptation
   Conditions are always changing, as are customer expectations. Take sustainability, for example, which has become a hot topic in recent years. Companies must adapt to meet these evolving demands, whether it’s switching from plastic to paper packaging or launching large-scale sustainability initiatives. Similarly, customers now expect modern digital solutions like chat functions, online shops, and automated processes. The right applications can help your company meet these tech-driven expectations.
4. Product/service expectations
   What is your company known for in the market? What should it be known for? If you manufacture high-quality coffee grinders, for instance, strict quality control must be embedded into your production. Customers expect nothing less. In contrast, low-budget providers can afford occasional quality issues, as customers accept these in exchange for lower prices. It’s essential to understand what your customers expect from you.