Customer Experience is not about happy faces in a Customer Satisfaction Survey

Customer Experience programs should have clear financial objectives to meet, a clear business case, as any reasonable initiative in business. Increase revenue, reduce costs, protect shareholder value and profit.

But most Customer Experience initiatives settle with fuzzy financial objectives, like having an amount of happy faces on a quarterly customer satisfaction report, or a positive NPS (Net Promoter Score) result.

Instead, well designed Customer Experience initiatives can reduce costs by helping customers to avoid issues while consuming your products or services, and increase customer acquisition and retention by helping you to classify them and provide exactly what they need.