Customer Experience

Customer experience (CX) encompasses every aspect of a company’s offering—the quality of customer care, of course, but also advertising, packaging, product and service features, ease of use, and reliability. It is the sum total of how customers engage with the company and brand, not just in a snapshot in time, but throughout the entire arc of being a customer. A positive customer experience promotes loyalty, helps retain customers, and encourages brand advocacy. It is shaped by a customer's expectations, which are influenced by previous experiences, word of mouth, and advertising. Effective management of the customer experience involves creating positive touchpoints in the customer journey and ensuring consistent, high-quality interactions.