John DiJulius | Customer Experience Blog

Why Customer Experience Matters
September 30, 2015, 4:27 am
Filed under: Customer Service
The following article is a guest post written by Dan Gingiss

Dan is currently the head of Digital Customer Experience and Social Care at Discover Card. In this role, he oversees the design and development of the company’s flagship website,, and mobile apps; leads the company’s social media servicing strategy; and is responsible for the customer experience and Voice of the Customer across digital channels.

Much has been written about the importance of customer experience (CX), and many studies have suggested that customer experience will be the next great corporate battlefield. In fact, a recent Gartner study found that by 2016, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago.

What is Customer Experience?

It’s important to recognize that customer experience does not occur in a vacuum. It’s the sum of every interaction that a customer has with a brand – offline and online.

Let’s look at a fictional example of a fast food restaurant. It’s easy to say that the taste and quality of the food play a huge role in the overall customer experience. But if we stop there, we miss so many other components of the experience that help determine whether or not a customer leaves satisfied. In other words, the good-tasting food is a necessary component of a positive customer experience, but it may not be sufficient by itself.

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