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Customer experience (CX) | Definition

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What is customer experience (CX)?

Customer experience, often abbreviated "CX", is how users feel about your business based on the interactions and the experience they had with your brand.

CX starts when the customer first hears about your company — and it never ends from there. Every touchpoint that the customer has with your business adds to the customer experience.

This could start with reading an article about your company, buying an item for the first time, and continue by downloading an app of your company. Or it could go in a different direction and your customer calls customer support after buying an item. All these experiences define with which emotion customers think about your brand.

Why is CX important?

CX is a crucial topic for every business.

Would you rather have a customer that buys one time from your brand? Or would you prefer a customer who stays with your brand their whole life and buys from you dozens (maybe even hundreds) of times?

If you want to attract customers that choose to do the latter one, you need to have an outstanding customer experience that makes them love your brand.

Benefits of great CX include:

  • Organic word-of-mouth marketing

  • Positive reviews

  • Increased retention

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