7Quality focus on improving customer experience helps to drive value, reduce cost and build competitive advantage


A customer experience is an interaction between an organization and a customer as perceived through a customer’s conscious and subconscious mind. It is a blend of an organization’s rational performance, the senses stimulated and the emotions evoked and intuitively measured against customer expectations across all moments of contact.


  • A customer experience is not just about a rational experience (e.g. how quickly a phone is answered, what hours you’re open, delivery time scales, etc.).
  • More than 50 percent of a customer experience is subconscious, or how a customer feels.
  • A customer experience is not just about the ‘what,’ but also about the ‘how.’
  • A customer experience is about how a customer consciously and subconsciously sees his or her experience.

It’s a complex process of understanding your organization’s relationship with your customers. When addressed effectively, customer experience eases customer acquisition, drives customer loyalty and improves customer retention.

  • We help organizations improve their customer experiences by:
  • Helping organizations develop customer experience strategies that deliver results,
  • Undertaking specialized emotionally-based customer research methods we’ve developed in conjunction with some of the world’s most prestigious business institutions,
  • Helping to define how customer-centric the organization is, and how customer-centric it wants to be,
  • Designing emotionally engaging customer experiences,
  • Measuring experiences organizations currently deliver, and
  • Training leaders to become customer experience experts themselves.