In today’s competitive market, contact centres need more than just good products or services – they need to create a seamless and enjoyable experience for their customers.
Customer Experience (CX) shapes how people feel about a company, influencing their trust, loyalty, and decision to return.
To find out more, we asked Nikki Quinn, Senior Solutions Consultant at Playvox, to explain what CX really means and why it matters
Video: What Is Customer Experience (CX)?
Watch the video below to hear Nikki define customer experience (CX):
With thanks to Nikki Quinn, Senior Solutions Consultant at Playvox, for contributing to this video.
What Is Customer Experience?
CX is the sum of all interactions a customer has with a company. It goes beyond customer service to cover every touchpoint, from first contact to ongoing support.
“CX stands for Customer Experience, and I think it’s every single aspect of it.
If we think about all of the interactions that a consumer has with a company, it’s a compilation of the moments that creates the long-term trust, loyalty and quite frankly makes the customer feel good.
So when I think about CX, I think it’s all about aligning purpose with values.”
A strong CX ensures that these interactions are smooth, enjoyable, and consistent, building trust and long-term relationships.
The Importance of Consistency
For CX to be effective, it must align a company’s purpose and values with the customer journey.
“It has got to be consistent. It needs to build trust, and it needs to be easy and enjoyable at every touchpoint, through every stage of the journey.
I also think it needs to create lasting impressions, since that’s going to both drive customers and employees, because I think they are crucial to this as well, to shout about that organization’s capabilities from the rooftops.”
Customers expect consistency at every stage, and when businesses deliver this, they create a lasting impression. A great CX encourages both customers and employees to advocate for the brand.
Meeting Digital Expectations
In the digital era, customers have more choice and control than ever before. They expect contact centres to provide efficient, engaging, and hassle-free interactions across all channels.
“Obviously, there’s complexities as well today because we live in the era of digital. Which I think empowers customers to demand more.
So in order to win their loyalty, I think customers need to have an enjoyable experience within organizations, at all of those stages.”
Meeting these expectations helps to build loyalty and positive word-of-mouth.
Taking an Inside-Out Approach
Many companies take an outside-in approach, focusing only on customer needs.
However, Nikki Quinn suggests:
“And customer experience is not just about what they think, feel and value, but understanding why as well.
And when thinking about CX, a lot of organizations start from the outside in, and I think it should be from the inside out.
So start with things like purpose, vision, mission, and core values, that all support the why, how and what.”
This approach ensures that every decision supports a strong, customer-focused experience.
If you are looking for more great video insights from the experts, check these out these videos next:
- How to Target the Feelings That Drive Customer Behaviours
- Using Personas in Customer Journey Mapping
- Creating Flexible Schedules
Author: Nikki Quinn
Reviewed by: Robyn Coppell
Published On: 22nd Nov 2022 - Last modified: 30th Apr 2025
Read more about - Video, CX, Nikki Quinn, Playvox, Videos
