ABSTRACT
This chapter investigates customer experience. There is a growing recognition that customer experience throughout the customer journey – before, during and after purchase – must meet customer expectations. If customers’ expectations are underperformed, they may defect to competitors who provide a better experience. Forrester researchers have found that how an experience makes customers feel has a bigger influence on customer outcomes than either effectiveness or ease in nearly every industry. Some customer experiences are commodity-like and purchased frequently; others are one-off or peak experiences never to be experienced again and highly memorable. Moments of truth occur during customer interactions at touchpoints. These are the moments when customers acquire knowledge and form evaluative judgements, positive or negative, about their experience. Customer experience management, or customer experience management, is the practice of designing, implementing and improving customer experiences throughout the customer journey. Operational Customer Relationship Management involves the application of technology in the customer-facing functions of sales, marketing and service.
