Customer experience is the summation of conscious events acting as a coordinated series of interactions between a brand and a customer that are essential for the accomplishment of business needs. Customer experience is an important aspect as far as organisational success is concerned and for this reason, an organisation needs to develop an effective customer experience management system. Customer experience has been defined as the act of designing and reacting to various customer interactions that meet or surpass customer expectations and thus leading to increased customer satisfaction and loyalty.

But why is it so important?

Customer Service

The management of customer experience encompasses more than offering services to your online customers. It involves realising much about the brand the customers require. To manage your customers effectively, you need to gain in-depth knowledge about them by acquiring insight from all the clients touch points and channels across the entire company. The main concern should be geared towards harnessing customer data from the online channels and the extraction of valuable insights from the data with accuracy, speed, and precision.

Customer experience management is important in organisations because of its huge impact on the effective operation of businesses. Customer experience has become part and parcel of the modern world, and it has become a critical differentiator in the current hyper-competitive and hyper-connected marketplace. Business adds significant value by managing customer experiences in the most effective and efficient manner. A well-managed customer experience translates to strengthened brand preference as a result of differentiated experiences, boosted revenues with additional sales from the existing customers and new sales from word of mouth advertisements. It also translates to improved customer loyalty through memorable and valued customer interactions as well as lowered costs as a result of reduced customer churns.

How can you Deliver a great Customer Experience?

Effective management of customer experience requires systematic steps such as the creation and maintenance of complete customer profiles, personalisation of the customer interactions, and the getting of the right information at the right place and at the right time. To effectively deliver great customer experience, it is important to know your customers better than before. This translates to the creation and maintenance of complete customer profiles that will help you to comprehend and measure the journey of your customers at every point across multi-channels. The more knowledge you have on your customers, the more effective you will get at delivering relevant offers to them.

In the creation of the customer experience, you first need to have a thorough understanding of your customer and thus personalising your every interaction. It is important to focus on both the customer and the context in which the customer operates. This will help you to get focused and continue to enrich existing data with new sources. Organisations also need to deliver most value at every customer touch point and thus improving on the overall customer experience. Each touch point is important beginning from initial consideration to the post-purchase experience by the customer.


In conclusion, organisations must be equipped with the necessary knowledge concerning how to continuously improve the customer experience. The best way to curb your competition is through the provision of incomparable levels of experiences to your esteemed customers. This translates to improved growth and profitability.