What is Customer Experience?

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 behaviour that show the best next step after certain interactions — and delivering personalised experiences at scale.

Customer experience (CX)

Customer experience (CX) refers to the overall perception a customer has of their interactions with a brand. It encompasses every stage of the customer journey, from awareness to post-purchase, and includes both direct and indirect interactions. Optimising CX is crucial for building loyalty and driving business success.