Customer Experience

Customer Experience

Definition

Customer experience (CX) is the cumulative perception a customer forms based on all interactions with a brand across touchpoints—before, during, and after a purchase. It encompasses service quality, ease of use, personalisation, emotional engagement, and support responsiveness. Creating a remarkable customer experience stems from obsessively understanding and building for a clear community of people.  Brands do this through:

- Deeply know your customer - Knowing exactly who is and who isn't your people - Constantly seeking feedback from them to improve and create experiences that solve their problems and improve their lives - Be empathetic and have integrity - Care deeply about your customers and empathise with that they actually want - Take a long term view - it takes time to build the fly-wheel, but once it’s running it’s unstoppable (as long as you stick to your values…) - Never take shortcuts that affect the customer’s experience - Always be honest, as you’ll be found out eventually. A positive customer experience fosters trust, loyalty, and advocacy, while a poor experience can lead to attrition and negative reviews. Brands strategically design CX by mapping customer journeys, gathering feedback, and ensuring consistency across digital and physical channels.

Customer experience is measurable through satisfaction surveys, Net Promoter Score, and Customer Effort Score (CES), and is a key driver of brand differentiation.

Example sentence

“Investing in a seamless customer experience allowed the brand to increase satisfaction and reduce churn.”

Related Terms

• Brand loyalty
• Customer journey
• Customer satisfaction
• Service design.
• User experience (UX)