Customer Experience (CX) refers to the overall impression and emotional response a customer has during and after their interactions with a company or brand. It encompasses every touchpoint in the customer journey, including pre-purchase research, purchasing process, product or service use, and post-purchase support.
CX is shaped by various factors such as the quality of customer service, the ease of navigation through digital interfaces, the effectiveness of communication, and the perceived value of the product or service. A positive CX results in customer satisfaction, loyalty, and advocacy, while a negative experience can lead to dissatisfaction and loss of business. Companies often focus on optimizing CX to build stronger relationships with customers and enhance their competitive advantage.