Customer Experience = Success + Effort + Emotion

My definition of customer experience remains the same as when I introduced it in 2008:

The perception that customers have of their interactions with an organization.

Our model for customer experience has always been built on three components — functional, accessible, and emotional — which are the underlying elements in the Temkin Experience Ratings. While this model continues to hold up, we’ve decided to change the naming of the components to the following:

  • Success (formerly functional): Degree to which customers can accomplish their goals
  • Effort (formerly accessible): The difficulty or ease in accomplishing their goals
  • Emotion (formerly emotional): How the interaction makes customers feel

The names have changed, but the definitions of the components remain the same. Our Temkin Experience Ratings will also remian the same, so we will continue to be able to compare the results with previous years.

1410_3componentsofCXWhy did we do this?

We felt as though the new language would simplify our discussions about customer experience. In addition, people are starting to discuss the notion of customer effort, which is an area that we’ve been measuring in our Temkin Experience Ratings since 2011.

The bottom line: Some names have changed, but the CX fundamentals remain the same

 

About Bruce Temkin, CCXP
I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

3 Responses to Customer Experience = Success + Effort + Emotion

  1. Julio Herrera says:

    Bruce, I am one of your followers. Thank you very much for your huge contribution to customer experience. I bought your three-pillar functional, accessible and emotional scheme three years ago. I think the new words express customer point of view better. But for the third pillar, I normally use “ease” instead of “effort”, since it sounds positive as success and emotion. Regards.

  2. mcgntr says:

    I like semantic changes Success Effort and Emotion – really target the customer experience.

  3. Alexis says:

    Similar to using CES for ‘Effort’, do you have questions you recommend for tracking Success and Emotion?

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