Customer experience (CX)

A customer’s experience is the way in which they interact with your business across a series of individual touchpoints. The sum of all of those unique experiences over the lifecycle of a relationship is the customer journey. To improve the customer experience, a business can orchestrate that journey by learning the needs and goals of individual customers — for instance, using artificial intelligence to find patterns in customer behavior that show the best next step after certain interactions — and delivering personalized experiences at scale.