Customer Experience (CX)


Customer Experience is the sum of all interactions a customer has with a brand, across all channels and touchpoints, and across the entire customer journey, from their first impression to post-purchase support. In today’s competitive market, companies that prioritize CX tend to outperform those that don’t.

Customer experience is often measured via Net Promoter Score, Customer Satisfaction (CSAT), or Customer Effort Score (CES), though to gain the most comprehensive insights, combination of these lagging indicators and leading indicators can be most helpful.

CX differs from marketing in that it focuses on the overall experience customers have, rather than just the messaging and branding efforts. While marketing is a crucial component of CX, CX encompasses many other touchpoints, such as website usability, customer service interactions, and product quality. Customer Experience also differs from customer service, which tends to focus only on resolving issues that customers may encounter. CX goes beyond issue resolution and ensures that the entire customer journey is smooth and delightful.

Many factors contribute to the importance of CX in today’s market. For starters, customers have a plethora of choices when it comes to products and services, and they are more likely to stick with brands that provide a superior experience. Additionally, social media and online reviews have given customers more power than ever before to share their experiences with others. A positive CX can lead to increased brand loyalty and positive word-of-mouth recommendations, while a negative experience can have the opposite effect.

In addition to increasing loyalty and positive reviews, focusing on customer experience can also lead to increased revenue. Research has shown that customers are willing to pay more for a product or service if they feel they are receiving an exceptional experience. On the flip side, poor CX can lead to lost revenue through customer churn and negative online reviews.

To provide exceptional CX, companies must prioritize understanding their customers’ wants and needs. This includes gathering feedback through surveys, analyzing customer data, and keeping up with industry trends. Data can provide crucial insights into areas where a company may need to improve to better serve their customers. Empathy, creativity, and a willingness to try new things are also essential traits for companies that prioritize CX.

Companies that prioritize CX tend to outperform those that don’t. CX differs from marketing and customer service and encompasses all aspects of a customer’s interaction with a brand. Providing exceptional CX leads to increased brand loyalty, positive online reviews, and increased revenue.



House of the Customer by Greg Kihlström is now available.
House of the Customer by Greg Kihlström