What Is Total Customer Experience? - Definition & Model

What Is Total Customer Experience? - Definition & Model
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Lesson Transcript
Instructor: Carol Woods

Carol has taught college Finance, Accounting, Management and Business courses and has a MBA in Finance.

In this lesson we'll discuss the Total Customer Experience: what is it, how to manage it, and why your business would want to make sure your interactions with your customers are positive.

What Is Total Customer Experience?

Total customer experience is used to describe the relationship a customer has with a business. It is made up of all of the interaction the customer has had with a business, from the time the customer first made contact with the company up to the present day.

Managing Total Customer Experience

Total customer experience sums up your customers' opinion of your company and products. If they are happy, they will tell their friends and buy again. If they are unhappy, they will also tell their friends, and you are likely to not receive future business from them or those friends.

Total Customer Experience Model

To manage the customer experience, you need to have a model you can use to evaluate all aspects of contact with your customers. This model includes the traditional '4 Ps' of marketing - place, price, promotion, product - along with people, or the service the customer receives from sales or support; and process, which is the way the company does business with the customer.

As an example, let's pretend you have just purchased a new computer from a store down the street. Here are definitions of these terms, as they relate to your purchase:

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