Customer experience (CX) is the sum total of every interaction a person has with a brand, from initial awareness to purchase to ongoing support and beyond. It encompasses functional factors like ease of use and consistency, as well as emotional factors such as trust and satisfaction. A strong CX strategy aligns all departments, from marketing to support, ensuring that each touchpoint is consistently positive and responsive to customer needs. Good CX drives loyalty, encourages referrals and stands out as a competitive advantage. Organizations continually refine CX by collecting feedback, monitoring metrics like Net Promoter Score (NPS) and leveraging data to personalize each engagement.
