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Customer experience (CX) has been studied by many scholars and there is no agreement on what it means. It was defined by Chiara Gentile and colleagues, writing in the European Management Journal, as ‘an evolution of the concept of relationship between the company and the customer’ (Gentile et al., 2007, p. 397) and in the same year, Christoph Meyer and Andre Schwager wrote in the Harvard Business Review that customer experience ‘encompasses every aspect of a company's offering – the quality of customer care, of course, but also advertising, packaging, product and service features, ease of use, and reliability’ (Meyer and Schwager, 2007, p. 118). Gentile and her colleagues adopted a view of the customer relationship whereas Meyer and Schwager took a pragmatic view of the whole product offer. Both definitions explain customer service, from different standpoints.

Meyer and Schwager proposed differences between customer relationship and experience management and I have adapted their content, shown in Table 2.3, to focus on the key factors they identified in customer experience management, as this provides a good summary of key factors in customer experience.

The work by Katherine Lemon and Peter Verhoef around the online customer journey took place nearly a decade after Meyer and Schwager's research. Lemon and Verhoef were keen to build a picture of the body of knowledge in this area and investigated earlier research into customer experience, summing up various definitions as ‘a multi-dimensional construct that involves cognitive, emotional, behavioral, sensorial, and social components’ (Lemon and Verhoef, 2016, p. 70). The concept of a ‘multi-dimensional construct’ covers many bases and ensures that the relationship and the product offer are combined.

Lemon and Verhoef provided a useful summary to explain what the research to date had explained about the different topics within customer experience, and this is reproduced in Table 2.4.

Table 2.3

Source: Adapted from Meyer and Schwager, 2007.

Table 2.4

Source: Lemon and Verhoef, 2016, p. 86, Journal of Marketing.

Lemon and Verhoef mentioned three terms in Table 2.4 concerning customer experience which may need more clarification:

 SERVQUAL – a model for measuring service quality (see Parasuraman et al., 1985).

 NPS – Net Promoter Score, which is a single-question survey asking customers how likely they are to recommend the product or service, on a scale of 1 to 10. The percentage of all scores of 1 to 6 is subtracted from the percentage of 9s and 10s; 7s and 8s are discarded to provide a single score (largely credited to Reichheld, 2003).

 Moments of truth – all points of customer interaction (largely credited to Carlzon, 1987).

See Template online: Analyse the customer experience