The Temkin Survey of the airline industry has cross industry insights about the transition from Customer Satisfaction to Customer Experience management. It highlights the need for companies to go beyond the basic standard of meeting customer needs to aiming at what Temkin seems to highlight as the three pillars of strong CX.
Two questions companies need to ask themselves are:
1. Are we making it easy for customers to reach their goals (with respect to our products)?
2. Are we creating “emotional satisfaction” along with functional satisfaction?
The latter two are particularly important when the distinction between competing products is limited or non-existant, leaving customers to decide between vendors on other factors such as CX.