Since quite literally “birthing” The JoyfulProfit Movement a few months ago, I’ve had several opportunities to answer questions about what it’s all about. In so doing, I have come to realize there is a great deal of confusion about what I mean by The CLIENT EXPERIENCE. After all, it’s not really a new concept, right? I mean, there is a large body of work around this subject (sometimes also referred to as being Client-Centric or having Client-Centricity). References to this body of work are made below.

And so out of all of this confusion, has come an opportunity not only to clarify what I mean by The CLIENT EXPERIENCE, it’s also led to the creation of a new definition for it. I will now affectionately refer to all matters related to The CLIENT EXPERIENCE I am referring to as The CLIENT EXPERIENCE 2.0.



The EXPERIENCE the CLIENT is already having, not the one a SUPPLIER wants them to have.


The EXPERIENCE the CLIENT is already having (CLIENT EXPERIENCE 2.0) includes thoughts, feelings, perceptions and values related to:

  1. The CLIENT’s relationship to the needs they have that precipitate their interest in how your services can help. For example:
  • Direct or indirect EXPERIENCE with your types of services (have they used them before? From you? From others?);
  • Direct or indirect EXPERIENCE with any supplier of this type of service before you; and
  • How familiar this need (and it’s resolution) is to the CLIENT (i.e. whether or not this is THEIR first time handling this need).
  1. The CLIENT’s EXPERIENCE of being “sold to” by anyone at any time. This includes EXPERIENCE with any SUPPLIER trying to get a share of the CLIENT’s attention and/or wallet, for any need-service combination. This is the context within which you are being evaluated.
  1. The CLIENT’s relationship to their job/role in their company (and all that goes with that). See Understanding the CLIENT EXPERIENCE of a Business Buyer Tip Sheet for more information.



Current (or 1.0) definitions of CLIENT EXPERIENCE focus on the EXPERIENCE a CLIENT has with a variety of touchpoints with a SUPPLIER (brand). And CLIENT EXPERIENCE Management refers to strategies and tasks a SUPPLIER can employ to control any given CLIENT EXPERIENCE. Neither of these addresses the elements I’m bringing forward in CLIENT EXPERIENCE 2.0.

Here are some examples.


  • Customer experience is the sum total of all interactions a customer has ever had with your brand: tangible, visual, emotional, read, blogged, consumed, experienced. Although commonly considered “customer service”, it is in fact an experience that transcends all points where a customer might intersect with your brand, from researching to buying, to after-sales. To that end, building the desired customer experience requires tools such as (but not limited to) research, operations, brand management, marketing and employee engagement. Courtesy of the Canadian Marketing Association
  • A customer experience is an interaction between an organization and a customer as perceived through a customer’s conscious and subconscious mind. It is a blend of an organization’s rational performance, the senses stimulated and the emotions evoked and intuitively measured against customer expectations across all moments of contact. Courtesy of Beyond Philosophy

And for those of you who swear by Wikipedia, here’s the definition of Customer Experience in Wikipedia.


Customer Experience Management (CEM) is the process of understanding and managing customers’ interactions with and perceptions about the company/brand. Courtesy of Business Over Broadway.

The Customer Experience Professionals Association (a global non-profit organization dedicated to the advancement of customer experience management practices) focusses on helping businesses create customer experiences and customer experience programs for eventual sales growth.

That implies that you can actually create an experience for another. We don’t think that’s possible. We cannot tell another how they feel or what they think. Their EXPERIENCE is uniquely theirs. Here’s a famous quote on the matter:


You cannot create experience. You must undergo it. Albert Camus


If we’re only focused on the EXPERIENCE we want a CLIENT to have, we miss the one they are actually having.

The JoyfulProfit Movement


Next up in the Blog roll is a discussion about CLIENT EXPERIENCE 2.0 & Your Business.  We’ll see you again then!

Until next time … we wish you good business success.

Enjoy all that comes your way today,

The JoyfulProfit Movement

Catherine Mitchell

About Catherine Mitchell

The way to JoyfulProfit is through the CLIENT EXPERIENCE 2.0. Change your vantage point, and CHANGE YOUR BUSINESS!