Category: Customer Experience

Customer Experience (CX) refers to the overall perception and interactions a customer has with a brand throughout their entire journey, encompassing every stage of the purchasing process and beyond. This includes all touchpoints between the customer and the company, such as pre-purchase interactions (research, advertising), during-purchase experiences (sales interaction, checkout process), and post-purchase engagement (customer service, product support, feedback).

CX is shaped by the quality of the products or services offered, the effectiveness of customer service, the ease of navigating the company’s digital platforms, and the emotional connections that customers form with the brand. A positive customer experience leads to increased customer satisfaction, loyalty, and advocacy, while a negative experience can result in dissatisfaction and loss of customers. Businesses often focus on enhancing customer experience to differentiate themselves in competitive markets, understanding that an excellent CX can drive growth and customer retention.