What is a key driver of the experience a customer has while interacting with a company?

Question

Options

• AThe internal process costs
• BThe complexity of the customer journey
• CMultiple customer surveys
• DMany contact persons for different topics

• A
  3% (1)
• B
  71% (22)
• C
  10% (3)
• D
  16% (5)

Explanation

The complexity of the customer journey (B) is a key driver of customer experience because every touchpoint, transition, and friction point a customer encounters shapes their overall perception of the company - simpler, more coherent journeys consistently correlate with higher satisfaction.

Why the distractors are wrong:

• A (Internal process costs) are an operational concern for the business, not something customers directly experience or perceive during their interactions.
• C (Multiple customer surveys) are measurement tools used after the experience to gather feedback - they don't drive the experience itself.
• D (Many contact persons) is actually a symptom of a complex journey, not a driver in its own right; it also tends to worsen experience rather than define what drives it.

Memory tip: Think of a frustrating customer service call where you were transferred five times - that's high journey complexity in action. The more steps, handoffs, and dead ends, the worse the experience: complexity = friction = poor CX.

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