Customer experience transformation

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Customer experience transformation (CxT) is a strategy that uses business process management to enhance customer service experience from any customer touchpoint.

The objective is to provide companies and their customer service organizations with the tools needed to move customers from a satisfied and loyal experience and then as avid brand advocates. The examples of Customer Experience Transformation:

  • Creating social feed available to potential and current customers that will emotionally bond them to the brand[1]
  • Sending personalized messages from support asking about quality feedback and contact in case of any issues through online help portals.[2]
  • Providing customers or society where company operates with unexpected gift of noticeable value [3]
  • Staying in touch with customer through unconventional methods (social Media, mail post, phone calls)

Customer relationship management vs. customer experience transformation:

Strategy Focus area Description
CRM Enterprise focused, inside-out Designed to focus on product, price, and enterprise process with minimal customer need and desires driving the initiative.
CxT Customer focused, outside-in Uses BPM technology to transform the operations and processes of the business around the needs of individual customers, delivering high value and memorable experiences.

See also[edit]


  • Pine, J and Gilmore, J (1999). "The Experience Economy", Harvard Business School Press.
  • Schmitt, B (2003) "Customer Experience Management", The Free Press.
  • Temkin, B (2010). "Customer Experience Matters", Wordpress.