The ones that matter the most have a measurable impact on the answers to these two questions: What do your customers think about you? What do your customers do based on their perception of you? Q. But some interactions matter more than others. Many experts like to say that customer experience is any interaction that customers have with a company. What is customer experience and why does it matter? Our eyes still glowing red from the pain of poring over the arcane verbosity of dozens of academic research papers (though a few interesting books helped ease the inflammation some are noted below), we’ve compiled a list of what we think are the most important questions to ask about the customer experience and, based on our research, come up with the clearest, simplest, and most complete answers to those questions. Yes, we’ve done the work so you don’t have to. This is a great customer experience summary from Christopher Koch at SAP.
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