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  • Writer's pictureVedran Soric

17. CX, Customer Experience - what is it and why is it important?

What is CX, customer experience?

Customer experience, also known as CX, is your customers' holistic perception of their experience with your company or brand.


CX is the result of every interaction a customer has with your company, from navigating your website to talking to customer service and receiving the product/service they purchased from you. Everything you do affects the perception of your customers and their decision to keep coming back or not – so a great customer experience is your key to success.

Why is CX important to your business?

Providing a great customer experience is extremely important for any business. The better the customer experience, the more repeat customized and positive reviews you'll get, while reducing the friction of customer complaints and returns.


The benefits of delivering great CX include:

  1. increased customer loyalty

  2. increased customer satisfaction

  3. better word-of-mouth marketing, positive reviews and referrals


All business models can benefit from improving the user experience:

  1. subscription businesses can increase retention and reduce churn,

  2. e-commerce marketplaces can increase repeat custom and decrease returns,

  3. and service industries can get referrals and reduce complaints.

What is the difference between customer experience and customer service?

Customer service is only one part of the overall customer experience.


As I mentioned, customer experience is a user's overall perception of your company, based on their interactions with it. Comparatively, customer service refers to the specific touchpoints within the experience where the customer seeks and receives help or assistance—for example, calling an operator to request a refund or communicating via email with a service provider.


In other words, CX is bigger than customer service. It includes every touch point a customer ever has with your company, from the first time they hear about you in a blog post they found on Google to the moment they call your customer service team to complain about your product (and hopefully a quick response).


What is a good user experience?


In short, a good user experience can be achieved if:

  1. Make listening to clients a top priority throughout the business

  2. Use customer feedback to develop an in-depth understanding of your customers

  3. Implement a system to help you collect feedback, analyze it and act on it regularly

  4. Solve the specific problems and unique challenges of your customers

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