What exactly is our goal in customer experience?
For some time now, there’s been a debate in the industry – let’s call it a low-level skirmish – over what makes a ‘good’ customer experience.
Should it be forgettable and frictionless or memorably mind-blowing? Hamish Stewart, CHEP’s national executive creative director – experience, explores further.
There are some who argue that customer experience should aim to reduce friction, making every step of the journey seamless.
Our job as brands is simply to get out of the way. Perhaps the best-known proponent of this is Matthew Dixon, author of The Effortless Experience, who, ten years ago, introduced the world to the Customer Effort Score.
