Customer Experience (CX) is the interaction between an organization and a customer from initial awareness and engagement and lasting through the duration of their relationship. The goal of every customer-facing organisation must be to ensure that a compelling customer experience is assured at all points of contact across the customer experience journey.

This journey should deliver relevant rational, emotional, sensory, physical, and spiritual experiences as appropriate. This experience comprises three core components:

  • the customer journey;
  • the brand touchpoints the customer interacts with throughout their journey, and;
  • the physical and digital environments the customer experiences during their journey.

Customers may respond differently to direct and indirect contact. Direct contact usually occurs when the contact is initiated by the customer. Indirect contact may involve advertising, news reports, direct marketing, word-of-mouth recommendations, etc.

Customer Experience encompasses every aspect of organisations offering—the quality of customer care, branding, advertising, packaging, pricing, presence, product, and pricing. It is the cumulative impact of multiple or omnichannel touchpoints" over the course of a customer's interaction with an organization.

The core disciplines for great customer experience are:

  • strategy;
  • customer understanding;
  • design;
  • measurement;
  • governance;
  • and culture.

Kahn's evolutionary approach to customer experience provides four incremental phases of customer-centric maturity:

  • Product orientation: Companies simply create products & services and not much more.
  • Market orientation: Some consideration on customer needs and segmentation arises, developing different marketing mix bundles for each one.
  • Customer experience: Adding to the other two factors some recognition of the importance of providing an emotionally positive experience to customers.
  • Authenticity: Products and service emerge from the real soul of the brand and connect naturally and on a long-term sustainable basis with clients and other stakeholders.
There are many aspects associated with a customer's experience. Customer service, corporate culture, brand values, and purchasing process are examples of interactions and perceptions that may affect a customer's experience.

Customer experience management (CEM or CXM) is the process to track all interactions with a customer during their relationship. This involves the strategy of building around the needs of individual customers. Building great consumer experiences is a complex processing involving all aspects of an organisation including strategy, brand management, service design, technology integration, new business cases and most importantly CEO and Board commitment.

Galbraith & Co. specialise in designing and developing unique, engaging, and compelling omnichannel customer experiences. The Firm can provide components of the customer experience such as brand design and introduction or more comprehensive services that may include strategy and service design.