The Customer Experience Association Armenia (CXAA) is the only organization of its kind in Armenia and the region.
By collaborating with industry experts and the new generation of professionals, it promotes the development of CX theory and practice.
The association is membership-based and driven by the collective power of CX professionals to foster a customer experience culture in business.
What is Customer Experience?
Customer Experience (CX) is the complete package of services, interactions, impressions, and emotions that a customer receives at all touchpoints and through all stages of interaction with a company.
It is the process of identifying and meeting customers’ needs and expectations.
CX builds customer loyalty and engagement with the business.
Main components of CX:
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Customer-centric culture
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Customer experience strategy
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Measurability and ROI
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Voice of the customer and data analytics
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Accountability
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Experience design and improvement
Organizations may adopt one or all of these components simultaneously.
The history of customer experience (CX) dates back to ancient times, when merchants realized that building personal relationships with customers was the key to their success.
A 4,000-year-old vessel discovered in Mesopotamia contained the first “complaint” from a customer: A woman named Nanni complained to a merchant about the poor quality of the copper and his “disdainful” treatment.
Today, CX has become a strategic tool for attracting and retaining customers for successful global businesses such as:
Customer Experience Management (CEM/CXM) is a comprehensive system of actions that an organization uses to study, meet, and exceed customer expectations.
It serves as a key pillar in developing business strategy and follows this framework:
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CUSTOMER JOURNEY MAPPING
Describe every step the customer takes — from product awareness to post-purchase service. -
FEEDBACK COLLECTION
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Regularly gather customer feedback through direct and indirect surveys.
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Understand customer needs and expectations.
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PERSONALIZATION
Improve customer experience based on preferences and behavior by creating a Persona Card. -
OMNICHANNEL STRATEGY
Ensure a seamless experience across all customer touchpoints — online, face-to-face, digital platforms, and phone interactions. -
ANALYTICS AND REPORTING
Collect and analyze feedback in a timely manner and present reports to support decision-making and strategy development.
A Customer Experience Specialist/Professional (CXS/CXP) represents the “customer’s perspective” when shaping business processes, decisions, and strategies.
They are analytical, innovative, courageous, and determined.
Their customer-centric mindset and strong empathy help build a reliable bridge between clients and internal teams.
Key responsibilities of a CX Specialist:
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Collecting and analyzing customer feedback
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Mapping the customer journey
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Collaborating across departments
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Resolving issues and preventing their recurrence
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Improving processes
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Training internal teams
They take initiative and a holistic approach to ensure a positive and effective customer experience — from visiting a website to post-purchase support.