Our Thoughts

What is Customer Experience? - Needs and Strategies

Dec. 20, 2023















Customer Experience (CX) is the overall perception and interaction a customer has with a brand throughout their entire journey, encompassing all touchpoints and encounters, and it goes beyond individual transactions, emphasizing the emotional and holistic aspect of the customer's relationship with the company.

Why is Customer Experience Important in Business?

Customer Experience (CX) is a fundamental pillar for achieving and sustaining success in business. Prioritizing positive experiences lays the groundwork for cultivating customer loyalty, inspiring advocacy, and nurturing enduring relationships. Conversely, negative experiences can lead to customer churn and damage a company's reputation. The importance of customer experience in business cannot be overstated, emphasizing the need for strategic investments in crafting a seamless and delightful customer journey. Recognizing this imperative is crucial for businesses aiming to thrive in a competitive landscape.

Define Customer Experience


Good Customer Experience

A good customer experience involves meeting or exceeding customer expectations at every touchpoint. It's about delivering value, building trust, and creating positive emotions that resonate long after the interaction.

Bad Customer Experience

A bad customer experience arises when a customer's expectations are not met, communication falls short, or the service provided is subpar. Here's an elaboration on the key elements contributing to a bad customer experience:


Unmet Expectations:

In the scenario where a customer anticipates a specific standard of product quality, service efficiency, or overall satisfaction, and these expectations are not met, the impact can be profound. Unfulfilled expectations often lead to disappointment, frustration, and a perception that the company has fallen short of delivering on its promises, potentially eroding customer trust and satisfaction.


Poor Communication:

When a company communicates inadequately or unclearly, whether it pertains to product information, service updates, or issue resolution, the repercussions are significant. The absence of transparent communication can result in confusion, misunderstandings, and a pervasive sense of neglect, collectively contributing to a negative customer experience. Customers rely on clear and timely communication to feel informed and supported, and any shortcomings in this regard may undermine their trust and satisfaction with the company.


Subpar Service:

In instances where the service offered falls short of a customer's expectations, be it due to sluggish response times, unhelpful staff, or an inability to resolve issues, the impact can be profound. Subpar service has the potential to breed customer dissatisfaction, progressively eroding brand loyalty and, in more severe cases, paving the way for the customer to switch allegiance to competitors. The quality of service is pivotal in shaping the overall customer experience, and any shortcomings in meeting standards may have lasting consequences on the company's relationship with its clientele.


Consequences of Bad Customer Experience:

  • Dissatisfaction: Customers may feel let down, dissatisfied, or frustrated, impacting their perception of the company.
  • Negative Reviews: Unhappy customers are more likely to express their discontent through negative reviews, which can influence potential customers.
  • Loss of Trust: A bad experience can erode the trust a customer has in the company, making it challenging to regain their confidence.
  • Customer Churn: Continual bad experiences may lead to customer churn, where customers choose to switch to competitors who offer a more satisfying experience.

Addressing these elements and actively working to exceed customer expectations, improve communication, and enhance service quality is essential for businesses aiming to provide a positive and memorable customer experience. Understanding the factors contributing to a negative experience allows companies to implement targeted improvements and build stronger, more lasting relationships with their customers.

Top 10 Strategies to Improve Customer Experience

  1. Personalization: Tailoring interactions to individual customer preferences involves using data and insights to customize the customer's experience. For example, Amazon's personalized recommendations contribute to a significant revenue increase of up to 35% through their recommendation engine.

  2. Omni-Channel Experience: Ensuring a seamless experience across all channels means providing a consistent and integrated journey. Companies with strong omni-channel customer engagement strategies retain, on average, 89% of their customers compared to 33% for those with weak strategies (Aberdeen Group).

  3. Proactive Communication: Anticipating customer needs and transparently communicating builds trust. According to a Salesforce report, 84% of customers say being treated like a person, not a number, is very important to winning their business.

  4. Employee Training: Equipping employees for excellent customer service is vital. A study by Forbes found that companies investing in employee training enjoy 24% higher profit margins than those who don't.

  5. Feedback Utilization: Acting on customer feedback for continuous improvement demonstrates responsiveness. According to a Microsoft survey, 77% of customers have a more favourable view of companies that actively seek out and invite customer feedback.

  6. Embrace Technology: Leveraging innovative tools enhances customer interactions. Businesses adopting AI-driven technologies experience a 63% increase in customer satisfaction, as reported by Aberdeen Group.

  7. Consistency: Providing a consistent experience at every touchpoint fosters reliability. A Temkin Group study found that companies earning $1 billion annually can expect to earn, on average, an additional $700 million within three years of investing in customer experience.

  8. Build Emotional Connections: Creating emotional ties through storytelling is powerful. Emotional connections increase customer loyalty, with emotionally engaged customers being three times more likely to recommend a product or service (Temkin Group).

  9. Simplify Processes: Streamlining processes for a hassle-free experience reduces customer effort. The Customer Contact Council reports that reducing customer effort can lead to a 96% increase in customer loyalty.

  10. Community Building: Fostering a sense of community around your brand creates brand advocates. Research by Nielsen indicates that 92% of consumers trust recommendations from friends and family over other forms of advertising.


How to Measure Customer Experience

Measuring customer experience (CX) is crucial for businesses to understand their performance, identify areas for improvement, and gauge customer satisfaction. Here are three key performance indicators (KPIs) commonly used to measure customer experience:


  1. Net Promoter Score (NPS):

  • Definition: NPS measures the likelihood of customers recommending a company's products or services to others.
  • Calculation: Customers are asked a single question on a scale of 0 to 10 – "How likely are you to recommend our company to a friend or colleague?" Based on their response, customers are categorized as Promoters (9-10), Passives (7-8), or Detractors (0-6). The NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters.
  • Significance: A high NPS indicates a strong likelihood of customer advocacy, while a low score suggests areas for improvement.


  1. Customer Satisfaction (CSAT):

  • Definition: CSAT measures the overall satisfaction of customers with a specific interaction or their experience with a product or service.
  • Calculation: Customers are typically asked to rate their satisfaction on a scale, often ranging from "Very Dissatisfied" to "Very Satisfied." The CSAT score is the percentage of customers who indicate high satisfaction (usually a score of 4 or 5 on a 5-point scale).
  • Significance: CSAT provides insights into immediate customer satisfaction levels, helping businesses identify strengths and weaknesses in their offerings.


  1. Customer Effort Score (CES):

  • Definition: CES evaluates the ease with which customers can achieve their goals or resolve issues when interacting with a company.
  • Calculation: Customers are asked to rate the effort required to complete a task or resolve an issue on a scale, typically from "Very Difficult" to "Very Easy." The CES score is determined by the percentage of respondents reporting low effort.
  • Significance: A lower CES score indicates a smoother customer experience, while a higher score suggests potential friction points that need attention.

These metrics, when used together, provide a comprehensive view of the customer journey and help businesses make data-driven decisions. Regularly collecting and analyzing these KPIs allows companies to track their CX performance over time, implement targeted improvements, and ensure their strategies align with evolving customer expectations.


What is Customer Experience Management?

Customer Experience Management (CXM) is a comprehensive business strategy that encompasses the methodologies and technologies utilized by a company to meticulously oversee and enhance interactions at every touchpoint throughout the entire customer lifecycle. It transcends mere transactional relationships, focusing on the holistic journey from initial awareness through post-purchase support.

This proactive approach involves not only addressing customer needs but actively shaping positive experiences at every stage. It encompasses understanding customer preferences, expectations, and pain points to tailor products, services, and interactions accordingly. By employing advanced analytics, feedback mechanisms, and customer-centric technologies, organizations practicing CXM can gain valuable insights to continuously refine and optimize their offerings.

Moreover, CXM is not solely reactive to issues; it's a forward-looking strategy that anticipates customer needs and desires. Companies that effectively implement CXM prioritize building lasting relationships, fostering customer loyalty, and creating brand advocates. In essence, it goes beyond transactional interactions to create a seamless, emotionally resonant journey for customers, ultimately contributing to long-term satisfaction and business success.

How TinkerLabs Has Assisted for Customer Experience Improvement

TinkerLabs understands the pivotal role of customer experience with design thinking services in today's business landscape. Through innovative Design Thinking methodologies, TinkerLabs collaborates with businesses to identify pain points, envision ideal customer journeys, and implement strategies to improve customer experience for clients. 

Our unique methodology, a combination of Design Thinking and Behavioral Science, provides a robust and structured foundation for delving into the intricate layers of customer experience. We systematically examine the various steps customers take to access a product, service, or solution, exploring triggers for these steps, the touchpoints they interact with, the enablers and barriers they encounter, and the emotions experienced at each stage. Breaking down customer experience in such a structured manner not only makes the topic accessible but also actionable.

Over the past decade, TinkerLabs has collaborated closely with numerous organizations, such as Swiggy, Flipkart, and Kotak Mahindra Bank, facilitating them in understanding and investing resources to initiate their customer experience practices. This involvement has taken various forms, ranging from conducting workshops and co-creation sessions to serving as consultants on projects aimed at redesigning aspects of the customer journey to enhance the overall end-customer experience. Noteworthy collaborations include Homelane, Shriram Life Insurance Company, and Kapiva, among others

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