What is a Customer Experience?


CustVox, a powerhouse of customer intelligence, has been the driving force behind the adoption of Customer Experience Management (CEM) by many international corporations, delivering actionable business insights that add significant value to their business. Custvox created a video where they answer the question: “What is a customer experience?” They try to explain the importance of the customer experience. They state that “a CEO can lose up to 40% of its customers in one year, and nowadays more than ever it is important to retain existing clients while adopting a customer centric culture.” They give an example of the customer experience management.

In my understanding Nespresso managed to perfectly prove how commodities such as coffee beans transferred into memorable experience. “The ultimate coffee experience positioning inspired an identity that expresses the pursuit of perfection and the masculine and feminine characters of coffee.” The elegant and unique graphic style of Nespresso extended to accessories, cups, assortment boxes, products, colour coding, packaging, boutiques, window merchandising, and professional division. In Nespresso boutiques all 5 senses are combined: the customers can get all the important information about the coffee, see different coffee machines and types of the coffee, try to make coffee themselves, smell the amazing coffee aromas, and of course, taste it.

Kind regards,
Yulia Khazanova

One thought on “What is a Customer Experience?”

  1. That was really interesting !! I totally agree that Nespresso brand is a pure example of transforming coffee from a commodity to a memorable experience! And what you mention about engaging all 5 senses in the Nespresso boutiques is soooo true!!! I have been there several times and although I got so impressed every time, I had not realised so far that it was because of the 5 senses immersion!!

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