GB/T 42509-2023Quality management—Guidelines for customer experience management (English PDF)

3.1 Customer

A person or organization that can or actually accepts products or services offered to it, or at its request.

EXAMPLE: Consumer, principal, end user, retailer, recipient, beneficiary and purchaser of a product or service from an internal process.

Note: Customers can be internal or external to the organization. [Source: GB/T 19000-2016, 3.2.4]

3.2 Customer experience

In the relationship cycle with the organization, the sum of the customer's feelings, cognitions and behaviors formed during all interactions with the organization.

Note 1 to entry. Customer experience reflects the customer's overall perception of the organization, including the emotional, physical and psychological connection between the customer and the brand.

Note 2 to entry. Customer experience includes every interaction between a customer and an organization, product or service during the customer-organization relationship cycle.

Note 3. Customer experience is different from customer satisfaction in that it seeks to establish positive connections in the different processes of interaction between customers and organizations, not just to satisfy customers needs and expectations.

3.3 Customer experience management

Determine the customer experience (3.2) goals, and achieve customer experience through a series of activities such as planning, design, operation, evaluation, maintenance and improvement target process.