How to Improve Customer Experience

It’s not what you think customers experience – it’s all about what they think

Learning how to improve customer experience is an “organizational table stakes” competency in a world where your increasingly demanding customers leverage digital innovation to meet their wants and needs. Every touchpoint and interaction is an opportunity for you to improve customer experience.

There are multiple steps and interrelated disciplines that guide the process and enable the outcomes your company desires and your customers demand. While by no means all-inclusive, here are a few steps towards learning how to improve customer experience – and the reasons why you should take them.


Great experiences occur when customer expectations are met or exceeded. Bad experiences occur when they’re not. It stands to reason then: Understanding what customers need and expect is the first step toward improving experience.


It’s tough to improve loyalty when a host of undefined disappointments are standing in the way. To remove dissatisfiers, first learn what they are and where they stem from, then work to improve those experiences and touchpoints.


Improving customer service is about so much more than call center improvement, CRM, or retail staff training. Through process-driven customer service design, you can fundamentally change the customer experiences you deliver, for the better.


Customer focus is a key component of creating a customer-centric culture. Learn how customer experience improvement can drive customer centricity.

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Customer experience improvement is a journey in itself. Some of these other steps may help you along that road as well: