{"id":18106,"date":"2022-03-02T15:52:59","date_gmt":"2022-03-02T15:52:59","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/03\/02\/the-two-cxs-you-have-to-deal-with-customer-experience-vscustomer-expectations\/"},"modified":"2022-03-02T15:52:59","modified_gmt":"2022-03-02T15:52:59","slug":"the-two-cxs-you-have-to-deal-with-customer-experience-vscustomer-expectations","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/03\/02\/the-two-cxs-you-have-to-deal-with-customer-experience-vscustomer-expectations\/","title":{"rendered":"The Two CXs You Have to Deal With \u2014 Customer Experience vs\nCustomer Expectations"},"content":{"rendered":"

<\/a>\n<\/p>\n

\n \"The<\/p>\n

\n You probably have a CX problem. You may not know it, or want to admit it, or may not know how pervasive it is, but you sure need to find out if you expect to make any improvements in it.\n<\/p>\n

\n Full stop. Let’s reexamine that opening sentence. “You have a CX problem<\/b>…”\n<\/p>\n

\n However which, if not both, of the CXs is suffering under your watch? Customer Experience<\/i> and\/or Customer Expectations<\/i>? These two CXs are very different yet inseparably related.\n<\/p>\n

What is Customer Experience (CX)?<\/b><\/p>\n

\n For any organization Customer Experience<\/i> includes:\n<\/p>\n

    \n
  1. Advertising to consumers\n <\/li>\n
  2. Content they consume\n <\/li>\n
  3. Digital experiences in which they interact or observe\n <\/li>\n
  4. Non-digital experience in which they interact or observe\n <\/li>\n
  5. Communications from the company\n <\/li>\n
  6. Company representatives with whom they communicate\n <\/li>\n
  7. The products and services they purchase\n <\/li>\n
  8. The customer service they receive\n <\/li>\n
  9. Friction, or lack thereof, throughout the customer journey\n <\/li>\n
  10. Brand reputation and expectations\n <\/li>\n<\/ol>\n

    \n In short, it’s the totality of all interactions a customer has with your brand.\n<\/p>\n

    \n

    \n Customer experience is not just a set of actions. It also focuses on feelings. How do your customers or prospective customers feel about your brand? At every customer touchpoint, you can improve—or destroy—how your customers feel about you. – Oracle CX\n <\/p>\n<\/blockquote>\n

    What is Customer Expectation (CX)?<\/b><\/p>\n

    \n The other CX, Customer Expectations<\/i> is another topic entirely, but it is inextricably woven into the customer experience and relationship. \n<\/p>\n

    \n Suppose your customer orders an item with the expectation it will be delivered in 5 days. When it arrives in three days, your customer is surprised and delighted. The customer expectation has been surpassed and all is good.\n<\/p>\n

    \n But if that same order arrives in seven days, the customer expectation has not been met which can lead to disappointment, dissatisfaction, less-than-stellar ratings and reviews, and even anger if that delivery was time-sensitive to the recipient. Neither scenario is impacted by the packaging, presentation, or performance of the item ordered—in this case, it all hinged on a delivery date.\n<\/p>\n

    \n And unfortunately, that seventh-day delivery may have had nothing to do with your operations. Weather delays, labor shortages, cargo ships backed up at the ports, there are a litany of things that can delay delivery after the product leaves your warehouse.\n<\/p>\n

    \n This goes far deeper than shipping delays. Customer Expectation can be thought of as the delta between what your customer expects to happen and what does happen (the other CX). In that simple statement lies two giant problems.\n<\/p>\n

    Problem 1: Customer Expectations Vary from Customer to Customer<\/b><\/p>\n

    \n You’ll see below a list of the 10 primary factors that typically influence or define customer expectations. But an individual’s exposure to each of those items can lead to a very different level of expectation. \n<\/p>\n

    \n It’s not just that your marketing and operations are aiming for a moving target, you are aiming at a bunch of different targets and at different ranges. \n<\/p>\n

    \n In your own experiences, take something as simple as waiting in line, no one’s favorite pastime. How long do you wait before you become edgy, then agitated, then angry? At what point do you just leave the line and abort the mission?\n<\/p>\n

    \n Consider how long you would wait in each of these scenarios:<\/p>\n