CUSTOMER EXPERIENCE
Customer experience, also known as CX, is your customers’ holistic perception of their experience with your business or brand.
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CX is the result of every interaction a customer has with your business, from navigating the website to talking to customer service and receiving the product/service they bought from you. Everything you do impacts your customers’ perception and their decision to keep coming back or not—so a great customer experience is your key to success.
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Why is CX important for your business?
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​Delivering a great customer experience is hugely important for any business. The better experience customers have, the more repeat custom and positive reviews you'll receive, while simultaneously reducing the friction of customer complaints and returns.
CUSTOMER
EXPERIENCE
All business models can benefit from improving the customer experience: subscription businesses can increase retention and reduce churn, ecommerce marketplaces can increase repeat custom and reduce returns, and service industries can gain recommendations and reduce complaints.
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In fact, we challenge you to think up a type of business that doesn't benefit from providing a great customer experience. We believe that putting customers first is always good for business (and we also have the data to prove it in the 'CX stats and trends' chapter).