The CX game rules are rapidly changing, but the best Customer Experience is still the one that is ‘appreciated’ by the customer.

In the new era of CX competitiveness, customers will no longer tolerate the usual cycle of: 

  1. Enduring a bad experience
  2. Evaluating it in a survey
  3. Reporting it as bad and waiting for the service provider to fix the problem and be thankful for the correction

At the same time, service provider employees won’t tolerate this error cycle, which has serious consequences for the customer, the business, and the relationship between both.

Within an organisation, the appetite for launching a new product or service is at its highest for the project stakeholders

This excitement, however, can fade away by the time the launch comes around. Then, when hampered by news of a bad Customer Experience, the challenges faced include:

  • Lack of regaining focus 
  • Development pipeline capillarity – especially after the project sign-off
  • Fear of error repetition from various players 
  • Business returns calculation complexity 
  • Customers left with a sour taste following the bad experience

Accordingly, it is essential for service providers, and satisfying for the customer, to launch the experience in its best form.

All companies wish for this and work towards that goal, but it is not always guaranteed.

Therefore, Customer Experience Simulation is an almost magical solution.

Customer Experience Simulation is a small unit that reports to the CX department, and receives information – similar to the customer – regarding any new launch (yet prior to the launch).

The unit will simulate the customers’ experience in full – walking the customer journey –  and reporting all the findings to the organisation. It can then evaluate whether or not to proceed, or to stop the launch to the market depending on the level of ‘customer satisfaction’ experienced.

This ensures the following business gains:

  1. Transparency of its reports and findings with full comprehension 
  2. Maintaining excitement at launch
  3. Highlights what needs fixed ahead of time
  4. Ensures a succesful launch

Simulation has the potential to replace legacy concepts such as mystery shoppers and helps drive organisations towards continuous improvement when it comes to CX.


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