Customer Experience

What is Great Customer Experience?

Marketers are struggling with a fundamental question right now “What is great customer experience?” Is it a marketing strategy? Is it just a fancy word for Customer Service? Does it really matter?

What Is Great Customer Experience? The Customer View

For customers a great Customer Experience is having positive interactions with your company at every single touch point.

Some steps during the customer journey are in your control, some are not. For example we recently featured the Lego Customer Experience map in our round-up of Customer Journey Maps. You can clearly see here there are some steps in the journey, like boarding the plane and take off, that were out of the control of Lego’s control to manage.

Lego Customer Experience Wheel


What is most important to know is that research shows that just one bad experience with your brand will send your customers to a competitor. This isn’t just a few pro-active people, check out our Customer Experience white paper which puts this figure at 89% of all US customers.

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So you have to be aware of all stages that could affect the customer’s experience. Unfortunately you may have managed their experience from acquisition, to conversion, but select the wrong fulfillment provider (like an unreliable courier service) and it will reflect on your brand.

What Is Great Customer Experience? The Company View

Forrester always maps Customer Experience on one side of a line of visibility. On the one side are all the things the customer can see making their Customer Experience a great one.

What is great customer experience

Behind that line is a lot of back-end activity and stakeholders all contributing to the successful outcome of the customer’s experience.

It’s hard for organizations to think about Customer Experience much beyond the direct interactions the customer has with the brand. But you must because every person’s role in the business has the ability to make an impact on the Customer Experience.

The Six Disciplines Of Great Customer Experience

Forrester has identified six disciplines to master and mature into a Customer Experience Leader.

  1. Strategy
  2. Customer Understanding
  3. Design
  4. Measurement
  5. Governance
  6. Culture

By systematically working through each of these the brand can align Customer Experience across the organization and provide guidance that works irrespective of the department or individuals’ role.

  Discuss This Article

Comments: 5

  • While we might want to define our customers’ experience, we can’t. We can only hope that our customers’ perceptions of the experience they receive is the same as the one we want them to receive. This article is a very simple view of what to consider in creating a system to support the customer experience. Some things in the customer “journey map” are in your control, and some aren’t. And some are behind the scenes while others directly connect to the customer.

  • Nice post. I like what you have to say about “…every person’s role in the business has the ability to make an impact on the Customer Experience.” So true! If you work behind the scenes, however, it can be difficult to see how your role impacts the overall customer experience. That’s where journey mapping can shed light for organizations. It’s all about details when it comes to managing and understanding customer experience. A good customer journey map will connect the customer journey to not only what’s happening on the front line, but also to the people, processes, and tools behind the scenes. Thanks again for the post!


  • Yes, I agree wholeheartedly with the article. Hidden layers in the customer experience, such as invoicing, billing, shipping and scheduling can impact the entire customer service experience. It can make or break the trust factor in our relationship with clients or customers.

  • There are a few things I’d like to comment on.

    1 – The map as displayed is a pure process map. At certain points they have identified that those processes may be more responsible for impacting customers but they do not seem to understand why! This concerns me as understanding is key and in reality extremely simple.

    2 – This map sets out a formulaic approach. This assumes each person interacting with the company has identical needs and expectations. Patently that very concept is flawed.

    3 – The most valuable 17 words in the whole document are, “… every person’s role in the business has the ability to make an impact on the Customer Experience.” Unfortunately they appear to lack the skills or experience to turn that insight into a culture that reflects it and drives their business forward and this is demonstrated by points 1 & 2.

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