Every organization has a unique way of interacting with customers based on its organizational culture, a system of shared assumptions, values, beliefs, and behaviors that govern peoples behavior within the organization. The way employees of an organization interact with customers creates the image or perception of the company to its customers. Even more, every customers perception is unique as it is not merely about the way the organization interacts with the customers, but also includes the way the customers perceive it.
Customer experience is the cumulative effect of customers perceptions and related feelings caused by each interaction with an organizations employees, systems, channels or products. Therefore, it is not enough to merely group the customer perceptions into a set of bands by asking a series of rating questions (typically on a scale of 0 to 10). These questions barely break through the surface of customers feelings and do not come near understanding the true voice of the customer.
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