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