When we talk about customer experience, what we're talking about is an individual's perception of an experience they have with your organization or your business across six different categories.
Typically a person might have an interaction with a mortgage broker and ask themselves "What was the communication I had from that broker? Was it suitable for me as an individual? Did it come through the channel that is suitable for me? Was it targeted specific foot specifically for me as an individual?
A person is thinking of it not from a segment that they belong to, but from their personal or individual perspective.
Dr. Catriona Wallace details the 6 categories where customer service can intersect with emerging technologies.