Customer Experience Management

Customer Experience Management Customer Journey Pre Purchase Purchase Post PurchaseWe help clients measure , define and improve the customer experience throughout the customer journey and  across channels and devices.


We help clients join up Customer Experience, The Brand Promise (a key element of the Brand Strategy), CRM and Customer Loyalty



What is customer experience ?


We define CX as everything the customer experiences across all touch points in the customer journey from awareness to purchase to post purchase


It includes the product/service performance itself, other elements of the marketing mix and all touch points across all channels and devices as seen by the customer


Forrester defines customer experience as how customers perceive their interactions with your company. Executives don’t get to decide how customer-centric their companies are — customers do.



Why UX is not CX


The term User Experience UX is normally centred on customers direct interactions with technology and in particular web and app design. We consider UX to be a subset of CX. The scope of customer experience is wide as it covers the entire customer journey both digital and non digital. Even Ecommerce businesses have non digital touch points.



Why CX is not customer service


Again we consider customer service to be a subset of CX. Customer Service is how businesses organise themselves to manage direct customer conversations. Customer Service makes up an important contribution to Customer Experience



Why is customer experience important ?


Businesses with higher customer experience scores perform better than those that do not as they can retain and acquire customers more cheaply and more easily


  • The share price of Companies with high customer experience scores outperformed the S&P 500 by more than 3 times over a 6 year period (Forrester 2013)
  • Good CX performance is strongly correlated to Loyalty and the likelihood to re-purchase , recommend to others, and  reluctance to switch
  • Forrester showed the revenue impact of Customer Loyalty was $1,131 m in the US hotel sector in 2013 for example
  • The life time value of Promoters are on average 2.6 times Detractors peaking at 4.6 times in the online retail sector (Bain & Company 2013)


For a true customer centric business CX is one of the most important management processes . There needs to be a CX strategy and dedicated people and resources to deliver it


Forrester’s Customer Experience Index research in 2013  showed just 8% of brands score excellent the majority are mediocre or worse



Prioritising improvements in customer experience


In the eyes of the consumer not all touch points have equal importance. Small failures in some parts of the customer journey may have bigger impacts than larger failures elsewhere


There is a clear hierarchy of needs and a clear order in which issues should be fixed. Businesses should prioritise the improvement programme based on set criteria


It is also important to consider how The Brand Promise performs across the customer journey and how certain failures may compromise the Brand itself.


We help clients diagnose failure points and prioritise and implement improvement programmes



See our customer experience blog



For the latest news, tweets and blog posts about Customer Experience follow us


Customer Experience Challenges for EcommerceHigh profile glitches but is CX getting better or worse? A review of the areas of the customer experience that  suffered the most during the key Christmas Holiday Season   Read MoreCustomer Experience ROI - Building the Business Case Customer Experience CX  Return on Investment ROI Infographic Case StudiesJust 11% of brands have an Excellent Customer Experience score according to Forrester What is holding back investment? Do the sceptics doubt ROI? Is there sufficient evidence that investing in CX delivers financial results? We review some case studies that prove the case for CX investment and explore what is stopping more brands making faster progress    Read MorePersonalisation Improves Profit and Customer ExperienceThe case for greater personalisation across the customer journey is clear , in terms of both improved profitability and customer experience so why are businesses slow at making this a reality. Just 10% of customers for example agreed they received relevant content always or often from the emails they had signed up to We look at compelling case studies and some of the barriers and solutions to improving personalisation See our infographic  Read MoreAre Mobile APPs Working To Improve The Customer ExperiencePosted @ 1700:00 on 03 March 2014InfoGraphic Are mobile APPS Improving Customer Experience Quality Relevancy Easy To Use UsefulWith billions of downloads every year and three quarters of  App users continuing to download new Apps there is no denying their popularity Though Just 20% are very satisfied and more than half of App users have removed Apps in the last 12 months We explore some of the issues and opportunitiesSee our infographicRead More What Drives Great Customer Experience in E Commerceand Why the Hierarchy of Needs MattersPosted @ 1300:00 on 12 December 2013We explore the key drivers of a great customer experience in E Commerce. The findings may be surprising considering its been around 18 years since Amazon shipped its first orderWe define failure and estimate the cost of breaking promises to the customer in terms of lost sales and damage to brand reputation Selecting the right businesses partners  to handle some of  the most important aspects of the customer journey is vitalSee our infographicRead MoreThe Importance of Customer Experience as Retailersfocus on Multichannel Roll OutsPosted @ 0900:00 on 12 November 2013Infographic Customer Experience Complacency in Multi Channel RetailMore channel choices provides consumers with greater options to browse and purchase and in theory should generate incremental sales and profit and happier customersThe question is are retailers prepared and ready to deliver a consistent and great customer experience as more options and channels are rolled outThere is a clear opportunity to improve channel consistency across the customer journey and more and more organisations are seeing the gaps in performance and starting to introduce senior customer experience managers to speed up this process See our infographicRead More







Terms & Conditions   Privacy Policy

CIRRUS Marketing Consulting Helping you achieve profitable sustainable growth™

CIRRUS Marketing Consulting Limited, Registered in England, Company No. 06791844

© 2009-19 CIRRUS Marketing Consulting Limited