Customer Experience Cx

Goals

To find why Cx is more than Voice of the Customer (VoC).

Early Findings

Voice of The Customer

  • Voice of the Customer (VoC) relates to customers' feedback about their experiences with and expectations for companies' products or services.
  • VoC focuses on customer needs, expectations, understandings, and product improvement.

Main Aspects of Customer Experience

  • Cx involves all the ways a business interacts with a customer. This includes capturing how the customer uses a company's product or service, their interactions with self-service support options, the feeling of walking into a company's or brand's retail store, customer service interactions, and more.
  • According to Help Scout, customer experience includes three main components which are customer service, technology, and design.

Major Differences Between Customer Experience (Cx) and Customer Service

  • Customer service can be defined as the advice or the assistance a company gives its customers, whereas customer experience represents the whole journey of a customer’s interactions with a brand. It includes all the emotional, physical, and psychological connection a customer can experience with a given brand.
  • A major difference between the two concepts is that customer service is reactive and often used when a customer isn’t satisfied whereas customer experience is proactive and should aim to reach every customer.
  • Ideally, companies would prefer to reduce customer service and increase customer experience.
  • The measurement of the performance of customer experience is by tracking how likely a customer is to recommend the brand to a friend and customer service performance is measured through the satisfaction of customers with the experience.

Why Cx is Important for Transparency and Communication Strategies Between Business/Customer Relationships

  • A customer’s experience can be strongly influenced by the transparency of corporations.
  • Transparency helps to build trust and confidence into the company by its customers.
  • The practice of transparency by companies is actually key in creating brand trust and loyalty.

5 Aspects of Cx That Are More Than The Voice of the Customer (Voc)

1) Surveys vs. Direct-to-human feedback
2) Timeliness of feedback
3) Asking the right questions
4) Need for real-time monitoring
5) Power of referrals/reviews


After initial research, we found that VoC includes all the aspects of Cx.


In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.

Proposed next steps:

You need to be the project owner to select a next step.
After initial research, we did not find any evidence that Cx was more than VoC. What we propose in this case is to focus on finding 3-5 insights about why Cx is important for transparency and communication strategies between business/customer relationships.
In addition, we propose to provide 3-5 insights on how effective VoC programs are to increase customer experience.