Definition: Customer Relationship

Origin and Definition of Customer Experience


Customer experience is the moment of exchange between a brand and its customer, whether it is a prospect or a real customer. It corresponds to the emotion felt by the customer before, during and after his purchase.

This concept appeared in the late 1990s, following the study by Joseph B. Pine and James H. Gilmore entitled “The Experience Economy” (Source: Harvard Business Review). In this study, Pine and Gilmore describe the importance for a brand to go beyond the sale of a product or service to establish a lasting relationship with a customer. It is these new actions that will leave a mark on the buyer’s mind.

Evolution of the notion of Customer Experience


Until now, brands used to rely mainly on advertising to create a customer’s desire. But today, with the advent of e-commerce, this is no longer enough. Today’s buyer is volatile, he finds something on the internet and buys it in a store, or the other way around. In case of disappointment, they easily move on to the next store.

It is therefore essential to adapt the customer experience to the new purchasing modes. We must be able to listen to the buyer, understand his needs and anticipate his desires. Retailers, whether they are Click and Mortar or Brick and Mortar, will be able to use Customer Relationship Management software (also called CRM). They will be more and better informed. Their objectives will no longer be limited to customer satisfaction or loyalty, which of course depend on the customer experience. They will also be able to focus on agent performance: CRM can help them process simple requests much faster and free up more time for a request that might be more complex. On the other hand, a customer who is informed in record time will want to come back.