A customer experience is more than when the customer makes a purchase or closes a deal. The TM Forum article Journey to the Core of Customer Centricity, authored by Nancee Ruzicka and published in 2017, defines the customer experience as a “big picture” of a multidimensional journey.
In a digital world, every user is connected, and the resultant experience determines the value of a service – and affects revenue, costs, and reputation. Every customer journey is made up of a complex series of interactions with individuals, technology, and automation. Each of these episodes contributes to the overall customer experience and impacts the quality of service delivered by the communications service provider (CSP) and its brand.