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Customer Experience (CX)

What is customer experience?

Customer experience, or CX, is the overall impression your organization creates with customers for the lifetime of their relationship with your brand—and especially during their purchase journey. It encompasses every interaction you have with your customers.

Since an interactive CX must align with changing customer expectations, it can be difficult to achieve. The definition of a positive experience evolves endlessly, as consumers’ (and employees’) expectations are affected by their most recent great experience.

What are the business benefits of a positive customer experience?

A company that creates a positive customer experience realizes multiple business benefits, including:

  • Loyalty. Customers who have a positive experience with a company, especially during the purchase process, keep coming back—and can even become word-of-mouth ambassadors for the brand.
  • Cost savings. Creating a positive CX helps a business better understand its customers’ needs and preferences, which can lower the costs of marketing and customer acquisition.
  • Engagement. Individuals who know and trust a company from a positive CX are more likely to be receptive to that company’s outreach and marketing initiatives.

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