What is customer experience? Definition of customer experience

Customer experience is the sum total of all your brand’s interactions with your consumers. The ultimate goal of experience is to increase customer satisfaction. However, it differs from customer service in its approach.

Whereas customer service is there to respond to consumer complaints, customer experience aims to be proactive.

The customer experience will seek to contact the customer even before they ask for something, and create a link between the brand and the customer. The company will try to really get to know the customer and integrate them into the brand experience as an important person, providing them with benefits and making them feel listened to and important.

For example, unlike in customer service, the people in charge of customer experience will be able to call a consumer to ask if his day went well, or if he wants to join a premium group and receive samples in advance.

This last option has been successfully chosen by Sephora, which has created a community around its products by giving exclusive advantages to its most loyal customers with the Beauty Insider program.