Increasingly the expression is becoming limited to the digital world. This limitation is dangerous.

I like the Wikipedia definition of Customer Experience;

Customer experience (CX) is the product of an interaction between an organisation and a customer over the duration of their relationship. This interaction includes a customer’s attraction, awareness, discovery, cultivation, advocacy and purchase and use of a service. It is measured by the individual’s experience during all points of contact against the individual’s expectations.

The key point here is “over the duration of their relationship”. Not just the ‘digital’ relationship, CX should involve ‘all points of contact’.

Herein lies the rub.

The very nature of digital means it is relatively easier to measure than say, the physical retail store experience, communications and customer service. And there are some pretty powerful forces driving this. Companies like IBM, Forrester, Gartner and SAP.

Here are a few recent examples:

• How can you measure customer experience? – SAP Hybris
• CMOs focus on customer journey – IBM

The lay reader could be forgiven for thinking that digital interaction is what defines CX.

Customer experience is a vast and complex area that extends way beyond the digital realm so let’s not allow the digital folks hijack the concept.

Lifetime Customer Experience ensures that adults of all ages can engage with brands across the entire customer journey.