Talk:Customer experience/Archives/2013

Moved for discussion - Customer Experience Process
Given how close this is to what a now-blocked editor was trying to add, I thought it best to move here for discussion: --Ronz (talk) 18:06, 9 December 2008 (UTC)

The first part is a comprehensive enough definition of Customer Experience,. It is very similar to the very first Customer Experience page that was created in 2007 which Ronz helped delete. However the "Process" part of this section is only the two last sentences, and is very thin. It seems to be only an introduction to two references. Since there is no formal process, perhaps this part should stay removed for the moment unless authors provide a definition that explains there are as many processes as there are consultancies or companies involved in activities related to "customer experience". 210.6.218.76 (talk) 09:27, 29 March 2009 (UTC)

Customer Experience Process
Customer Experience Management (CEM) is the business discipline of designing, developing, and managing all aspects of an end-to-end customer experience process. The customer experience process is the sum of all interactions that a customer has with a business. The customer experience process spans all phases of the customer experience lifecycle including 1) sales & marketing, 2) payment, service & delivery, and 3) loyalty, reward, and ongoing communications. The process may span multiple channels offered by a business including physical stores or offices and self-service, call center, and agent channels.  The customer experience process may span functions, departments, divisions, and geographies. The process can be broad, iterative, and long-running.

James Martin, the IT Consultant and Author, emphasized the importance of end-to-end processes or value streams and defined them as "an end-to-end collection of activities that creates a result for a 'customer,' who may be the ultimate customer or an internal 'end user' of the value stream. The value stream has a clear goal: to satisfy (or, better, to delight) the customer.” .  The end-to-end nature of the customer experience process is also referred to as a Customer Experience Value Chain, defined as "The organizational culture and process for consistently delivering superior customer experiences." according to Forrester Research.