What is Customer Experience (CX)?

Definition

Customer Experience (CX) is your customer’s overall perception and feeling about your company, based on the sum of all interactions they have with your brand. It covers every touchpoint in the customer journey, from navigating your website and speaking to your sales team to using your product and contacting customer support. A positive CX is a key driver of customer loyalty, retention, and brand advocacy.

Examples

• Marketing: A user finds the website intuitive and easy to navigate, and the content is genuinely helpful.
• Sales: A prospect has a discovery call where the salesperson is respectful, listens to their needs, and acts as a helpful advisor.
• Product: The software or product is easy to use, reliable, and delivers on its promised value without bugs or friction.
• Customer Support: A customer has a problem, contacts support, and gets a fast, empathetic, and effective resolution in a single interaction.
• Billing: Receiving an invoice that is clear, accurate, and easy to understand.

Advantages/Benefits

• Increased Customer Loyalty: A great experience makes customers want to stay with your brand, which significantly boosts retention.
• Higher Customer Lifetime Value (CLV): Happy customers are more likely to make repeat purchases and buy additional services (upselling).
• Brand Advocacy: Delighted customers become brand promoters, driving new business through positive reviews and word-of-mouth referrals.
• Reduced Churn: A positive CX is one of the most effective ways to prevent customers from leaving for a competitor.
• Competitive Differentiation: In a crowded market, CX is often the single biggest differentiator, valued even more than price or features.

Related terms

• Customer Journey
• User Experience (UX)
• Net Promoter Score (NPS)
• Customer Satisfaction (CSAT)
• Customer Support
• Touchpoint