CUSTOMER EXPERIENCE MANAGEMENT

Customer Experience is a subjective measure of perceptions during a given servicing scenario. These perceptions are measured both with respect to service provider and also the customer. There always exists a gap with respect to expressing the perceptions and understanding the perceptions. Also, the perception can always vary over a period of time. The management aspiration is to minimize these gaps so that the overall customer experience is always positive. Accordingly, measuring perceptions turns critical in order to be able to manage customer experience. The challenges with respect to handling subjective measures and also the ever changing nature of perceptions make the task of managing customer experience vulnerable to several factors. The paper talks about an approach by which customer experience may be managed. It describes the interaction between customer and service provider as a journey with a series of touch points. Each of these touch points results in a certain customer experience, the sum of which will lead to overall customer experience. Accordingly, managing customer experience is, to be able to manage the interaction at each of the touch points.