Confused about Customer Experience

 

Tim Sanchez | Jul 25

 

Earlier this month, Zendesk released an infographic along with a post titled, “Customer Experience is More Important than Advertising.”

Since when is advertising not a part of customer experience?

It seems the Zendesk article was swapping out the terms customer service and customer experience and taking them to mean the same thing. While customer service is a big part of customer experience, the terms cannot be used synonymously.

Advertising is a part of customer experience because it’s a customer touchpoint. Advertisements are communications that directly affect customers’ expectations. Authentic advertising sets realistic expectations, while outlandish claims of grandeur often ruin the experience regardless of how good it is.

My belief is that perceived value is crucial to the customer experience. Expectations and performance are the key drivers in perceived value.

 

The concept of Customer Experience has come a long way in recent years, but it’s clear there’s still plenty of confusion that surrounds it.

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