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actors that like their jobs. Conscious notices can also be about hearing good
music on the bus, smelling a clean bus and feeling warm on a cold day.
However, subconsciously the customer can be feeling safe when they see
seatbelts on the other customers on the bus, they can feel not trusted when on
the stops the guides keep an eye on everyone and they can feel relaxed when
they see that everything is organized well. These are things that the customers
do not think of thinking, it is more about the general feeling they have while be-
ing on the tour. Thus, a customer experience is a sum of everything that the
customer feels before, during and after buying a product or a service both con-
sciously and subconsciously (Shaw et al 2010, p. 4).
For a customer the total customer experience is formed more and more every
time they visit a company’s website, see reviews written about the company’s
services and products, interact with any company representatives and see ad-
vertisements the company has. Every time a customer is, in one way or anoth-
er, in contact with the company their opinions are forming. According to all the
experiences the customers either start trusting the company or trust it less.
Since managing customer experience for a company is about forming relation-
ships with their customers, trust is an essential part of this interaction. This is
why it is extremely important for companies to be careful with the content they
have in the public and what content is being created about them on different
websites and forums. (Seybold, Marshak & Lewis 2001, p. 8.)
When a company wants to improve their customers’ experiences, it is not
enough to only train the serving personnel or improve the product or service. A
customer experience consists of everything the customer sees, hears, feels,
tastes and smells that is connected with the product or service. In order to im-
prove the customer experience of a specific company it is necessary to look into
everything the company does. First of all, the website of the company needs to
be clear, easy to use and functional. If there are problems with the website, a
customer can draw a conclusion that there are problems with this specific com-
pany. Also, for example, a problem with billing sends a message to the custom-
er that not everything is well-organized in the company, thus decreasing the
amount of trust towards the company. (Löytänä & Kortesuo 2011, pp. 14-15.)