Understanding Customer Experience in SaaS

When most people talk about customer experience, they think about customer service, customer satisfaction, customer success, customer engagement or customer interactions. 

But customer experience is also much more. On the most granular level, customer experience is about the perception each customer has of your company, brand, and product. This perception is based on all the touchpoints, interactions and engagements a customer has with your employees, brand, messages, and product across every channel and device. 

• Touchpoint → exposure. That moment a customer comes in contact with a company's brand, product, employees or message. When a customer walks into a store and gets exposed to products and brand messages, that's a touchpoint.
• Customer interaction → a two-way communication process between a customer and a company's brand/product.
• Customer engagement → commitment/agreement of a customer to act.
• Experience → perception. All the touchpoints, interaction, and engagement combines for the overall customer experience.