The customer experience (CX) refers to the totality of impressions that a person gathers during all phases of their interactions with a company. These impressions can occur during the purchase of a product, the use of a service or contact with customer service. The concept of customer experience is central to companies that aim to build long-term customer relationships and strengthen their brand reputation.
What is customer experience?
Customer experience (CX) refers to the way companies interact with their customers in all aspects of the shopping experience – including initial contact, all marketing activities, sales, product and service qualities, through to customer service and those moments in between.
How do you measure the customer experience?
There are a number of standardised methods and so-called KPIs (Key Performance Indicators) to measure customer satisfaction. The most commonly used methods include the Net Promoter Score (NPS), the Customer Effort Score (CES) and the Customer Satisfaction Score (CSAT).