CUSTOMER EXPERIENCE – DOES IT MATTER?

Abstract

The purpose of this article is to describe a role of a Customer Experience as a tool to in- crease the sale of products or/and services provided by an organization, on the example of Oracle Corporation. The customer experience is a mix of the physical image of the enter- prise and the feelings and sensations evoked by it, consciously and unconsciously at every stage of the customer contact with the enterprise and the brand at all points of the contact (so called touch-points). A set of experiences creates the image in the mind of the customer and at the same time the image of the brand and its values, having influence on the evalua- tion of the activities of the firm and the brand, a tendency to go into closer relations with the enterprise and purchasing decisions(CRM)3. In its study on the relationship between customer experience and customer loyalty, the company Forrester Research4 found that cus- tomers who had a positive experience were more likely to come back for another purchase, more likely to recommend the business to a friend, and less likely to switch to a competi- tor5. The article is a part of a series of articles on building the model of the professional customer service and the relationship sales in the enterprise.