Connected

Improving the customer experience

With both businesses and customers relying ever more on apps, customer experience is now primarily a digital experience. Is the code being developed today delivering

Brian Herron, director of user experience at design agency Each&Other: ‘If you’re not measuring things around customer satisfaction, then you are going to have problems’

Think of customer experience and a myriad of things may come to mind. From the layout of a shop to its lighting, and from product availability to the helpfulness of staff, in some sense every experience is a customer experience. In the context of an increasingly digital world, however, customer experience, also known as ‘CX’, is also a digital experience. From websites to mobile apps, our experience of businesses and brands, and even public services, ...