What is Customer Experience (CX)? (2022)

Investing in customer experience drives revenue growth and increases customer loyalty. To do that, teams need to seek the answer to this question: What is customer experience (CX)? The Experience Economy is here. It’s fundamentally changing how companies go to market, influence their buyers, and engage people throughout the customer journey. The consumer experience trumps all else—loyalty and dollars go to experiences, not products. So what is customer experience, exactly? It’s become a widely-used phrase in the last few years, but the problem is there’s no commonly accepted definition. Each person you ask will give you a different explanation. That being said, let’s try to get a clearer picture of what it really means.

The definition of customer experience (CX)

There are many different definitions for CX, but at its core, it all comes down to how a person feels about the experience of interacting with your brand. Great CX is about providing a valuable, easy-to-use, and enjoyable experience to every customer, on every device, across every touchpoint—in a way that fulfills on the expectations that you set and the promises you made.

What is Customer Experience (CX)? (1)

This customer experience definition is a great start, but we wanted to get a more comprehensive picture from thought leaders. So to help you gain a better understanding of what CX really is, we reached out to seven industry experts and asked them:

(Video) What is Customer Experience (CX)?

What is CX?

Here’s what they had to say:

  1. Blake Morgan, Author, Forbes columnist
  2. John Koetsier, Forbes columnist, VP of Insights at Singular
  3. Dom Nicastro, CMSWire
  4. Bruce Temkin, Author, Customer Experience Matters blog
  5. Janelle Estes, Chief Insights Officer, UserTesting
  6. Douglas Karr, CEO of DK New Media and founder of MarTech.Zone
  7. Chanice Henry, Editor-in-Chief of CX Network

What is Customer Experience (CX)? (2)

1.Blake Morgan, Author, Forbes columnist

“Customer experience considers everything the customer goes through—it’s everything the customer touches, tastes, smells, hears, sees throughout the experience with the brand. What are they going to feel or think? It’s being almost obsessive about the experience the customer has with the brand—the attitude of ‘I want to be here,’ rather than ‘I have to be here.’”

What is Customer Experience (CX)? (3)

(Video) Oracle CX: What is Customer Experience? (CXOTalk)

2. John Koetsier, Forbes Columnist, VP of Insights at Singular

"Customer experience means caring. I recently went to the Apple Store in Vegas to buy a new case. An employee saw that my Apple-branded case was cracking and gave me a replacement, no charge. How do you think I feel about Apple and Apple service now? That doesn't always mean free stuff, which not all companies and not all business models support. But it does mean treating a customer like a person, not a unit. An individual, not a wallet with legs.The challenge for modern brands is to do that on all critical platforms their customers use, both digital and physical."

What is Customer Experience (CX)? (4)

3. Dom Nicastro, CMSWire

“Mary Meeker in her 2019 Internet Trends report noted a reality that Customer Acquisition Costs (CAC) can’t exceed Lifetime Value (LTV) for very long. Lifetime value and post-purchase experience now matter most. Do you know why experience is so important? Because customers no longer care about being marketed to. They can find out everything they need to know about a product on their own. It's how you treat them and help them after their initial purchase that will win you their loyalty. Did you make them work for a service or product? Or was it easy, and did everything work? The companies that deploy customer experience programs, feedback loops, empower the voice of the customer and loyalty programs will be the survivors past 2020.”

What is Customer Experience (CX)? (5)

(Video) Introduction to Customer Experience (CX)

4. Bruce Temkin, Author, Customer Experience Matters blog

“The customer experience (CX) movement has taught organizations that they need to think of the people (yes, real human beings), who are their customers. To better serve those human beings, many companies have moved from a reliance on limited periodic research studies to a continuous insights model that is built on “instrumenting” key experiences and driving action based on how customers think and feel. Companies have recognized that experience is the only interface that they have with their customers, and are starting to operationalize this capability. As organizations master this discipline, which we call Experience Management, they are able to continuously learn, propagate insights, and rapidly adapt to insights from their customers and employees.”

What is Customer Experience (CX)? (6)

5. Janelle Estes, Chief Insights Officer, UserTesting

"Customer experience, or CX, is how companies go to market and engage people with not just a product but an emotional connection over the entire course of the relationship, with the goal of motivating and delighting people."

What is Customer Experience (CX)? (7)

(Video) What is Customer Experience (CX) ?

6. Douglas Karr, CEO of DK New Media and founder of MarTech.Zone

“Companies tend to view customer experience in a vacuum. Your brand is one minor player in your customer’s daily engagement with many brands. You’re not just competing with others in your industry. Expectations of customer experience are made across the spectrum of every company that your customer is doing business with. If you hope to grow, improve retention, and build advocates, you need to surpass the CX of every brand they’re working with. This is why we see some industries continue to decline despite winning every award in their industry. The consumer or business customer doesn’t care what industry you’re in or whether or not you’re the best in that segment. They expect you to have a superior experience like the other brands they’re working with. The opposite is also why we see some companies skyrocket in growth in their segments. Zappos, for example, didn’t provide the best CX of other shoe companies, they provided the best CX of virtually every retailer online. As a result, customers turned into raving fans and advocates which, in turn, grew their business beyond any marketing budget.”

What is Customer Experience (CX)? (8)

7. Chanice Henry, Editor-in-Chief of CX Network

“As many industries enter an economy where consumers are becoming comfortable with switching brands, customer experience is now a vital tool in today’s business strategies. Companies need to go beyond merely claiming to put customers in the driving seat and actually put them there. It’s about breaking free from obsessive business-first, product-focused mindsets and maturing to live and breathe a customer-first culture. Firms need to stay plugged into the voice of the customer and use the insights to guide the trajectory of their brand. Customer-centric validation techniques are crucial for educating businesses on how to improve products and processes. This is where success lies, rather than taking the risk of putting products to market that are born of internal corporate power-plays and ‘gut feelings’.”

Only 30% of consumers believe brands are focused on them

The ability to deliver a superior customer experience is becoming increasingly rare at exactly the same time it’s becoming increasingly valuable. According to research by Gartner, 90% of customer-facing employees said they understood the needs of customers. Yet, PWC finds that only 38% of US consumers say the employees they interact with understand their needs.That difference is what UserTesting calls the empathy gap. Organizations that can integrate a seamless, delightful customer experience across all touchpoints, will have the possibility of blowing past competitors, as they’ll be filling that empathy gap with customer-focused solutions and experiences. To successfully stand out from the competition, you have to approach your customer experience strategy in the same way that the world’s most respected brands do—with a dedication to human insight and an unwavering focus on the customer.

(Video) The 6 pillars of the Customer Experience Framework - An introduction

For further reading

  • Customer experience metrics: A brief guide on how to measure CX
  • What is human insight? Why data alone is not enough to create great customer experiences
  • Preparing for the CX of invisible experiences

Want to learn more?

To learn how UserTesting can help you understand your customers through on-demand human insight, contact us here.

FAQs

What is customer experience CX? ›

Customer experience (CX) design is the process design teams follow to optimize customer experiences at all touchpoints before, during and after conversion. They leverage customer-centered strategies to delight customers at each step of the conversion journey and nurture strong customer-brand relationships.

What is customer experience simple definition? ›

Customer experience (CX) is the sum total of customers' perceptions and feelings resulting from interactions with a brand's products and services.

What is CX stand for? ›

CX stands for customer experience.

What is CX and why is it important? ›

CX is many things, but it can broadly be described as the perception a customer or a B2B company has of a brand. These perceptions can lead to life-long loyalty to a brand. What makes a great customer experience?

How do you write a CX strategy? ›

Customer Experience Strategy Best Practices
  1. Reach your target audience.
  2. Offer convenient customer service.
  3. Be consistent in your customer service activities.
  4. Refine products and services based on customer feedback.
  5. Provide convenience when purchasing products.
  6. Create in-person & digital personalization.
1 Jul 2021

What are the 3 main components of customer experience? ›

The three main components of customer experience are:
  • Discovery. This component is all about how companies contact customers and how they make that contact relevant and meaningful. ...
  • Engagement. This component is about how customers interact with the company and company products. ...
  • Delivery.
13 Feb 2022

What are the 3 key dimension of customer experience? ›

A customer experience (CX) strategy encompasses three dimensions, the three dimensions on which services can differ are: goals, breadth and depth, and is not to be confused with a CX plan, which is the execution of the strategy.

What makes a good customer experience? ›

What is great customer service? Great customer service means following best practices like valuing customers' time, having a pleasant attitude, and providing knowledgeable and resourceful resources, but that you also take things a step further to exceed — rather than just meet — expectations.

Why is it called CX? ›

Customer experience, or CX, is the overall perception a customer has of your brand after interacting with your business across the buyer's journey. From marketing, to sales, to customer service – CX is the sum of all touchpoints and can impact a customer's decision to return to your brand.

Why does CX stand for customer? ›

For a time, the standard abbreviation for customer in Microsoft's customer service records was cu. This changed, however, when it was pointed out to the people in charge of such things that cu is a swear word in Portuguese. The standard abbreviation was therefore changed to cx.

What is another word for customer experience? ›

What is another word for customer experience?
customer servicecustomer care
client serviceproduct service
sales experiencecustomer focus

Why is customer experience so important? ›

Importance of Customer Experience

A remarkable customer experience is critical to the sustained growth of any business. A positive customer experience promotes loyalty, helps you retain customers, and encourages brand advocacy. Today, customers have the power, not the sellers.

What is the role of customer experience? ›

Also known as CX specialists, customer experience specialists provide potential and existing customers with exceptional services. They identify customer needs, respond to customer queries, and collaborate with internal departments to optimize customer services and brand awareness.

What are the 7 qualities of good customer service? ›

7 Must-Have Qualities of a Stellar Customer Service Rep
  • Problem-Solving Skills. The number one skill you need to excel in for good customer service is problem-solving. ...
  • Clear Communication. ...
  • Friendly Attitude. ...
  • Empathy. ...
  • Business Acumen. ...
  • Product/Service Knowledge. ...
  • Strong Time Management.

What does a good CX strategy look like? ›

A CX strategy comprises the plans you put in place to provide positive experiences at each customer touchpoint along the customer journey and the purposeful ways to measure those experiences – both online and off. A good CX strategy creates meaningful experiences that can improve customer loyalty.

What are the elements of customer experience? ›

Customer experience encompasses every aspect of a company's offering—the quality of customer care, of course, but also advertising, packaging, product and service features, ease of use, and reliability.

What does a CX manager do? ›

CX managers develop and implement customer experience strategies, which can involve: Reviewing and pulling insights from analytics and data. Implementing change that anticipates and addresses customer questions, needs, and complaints. Segmenting customers and audiences into meaningful groups.

How do you measure customer experience? ›

Examples of commonly used metrics for the overall experience include the Net Promoter Score, Customer Effort Score, and Customer Satisfaction. Many companies use the Net Promoter Score, or NPS, as a way to measure their overall experience.

What are 2 important parts to the customer experience? ›

  • Reliability as a Significant Element of Customer Experience.
  • Availability is another Major Component of Customer Experience.
  • Personalised Communication helps to Improve Customer Experience.
  • Simple Steps for Issue Resolution Improve Customer Experience.
  • Accountability has a Higher Influence on Customer Experience.
15 Oct 2021

What are the types of customer experience? ›

There are two types of customer experience—direct and indirect contact:
  • Direct customer experience refers to any interaction initiated by the customer. ...
  • Indirect customer experience refers to the passive encounters with your company.
18 Mar 2022

What are the 3 C's of customer satisfaction? ›

The three Cs of customer satisfaction: Consistency, consistency, consistency. It may not seem sexy, but consistency is the secret ingredient to making customers happy. However, it's difficult to get right and requires top-leadership attention.

What are 3 important qualities of customer service? ›

Essentially, the 3 important qualities of customer service center around three “p”s: professionalism, patience, and a “people-first” attitude. Although customer service varies from customer to customer, as long as you're following these guidelines, you're on the right track.

What are the top 3 most important elements of high customer satisfaction? ›

The three major factors that affect modern customer satisfaction can be categorized as customer perceived quality, value, and service. By harnessing these factors, you are able to provide positive, consistent customer experiences and create true customer loyalty.

What does customer experience mean to you answer? ›

Customer service involves being a kind, courteous, and professional face for the company. It also involves listening carefully to customer wants and concerns. Beyond listening, customer service is doing everything in one's power to efficiently and accurately serve each customer.

What is customer service experience examples? ›

What are some examples good customer service? In retail, examples good customer service include remembering and appreciating repeat customers, forging a local connection with shoppers, putting your product knowledge to good use, and more. Read on below to discover what you can do to level up your customer strategies.

What is the difference between customer service and customer experience? ›

Customer experience is the experience customers have with your brand and the lasting impression you leave across the entire buyer's journey, from discovering your brand to post-purchase. Customer service is helping customers solve problems, showing them how to use products, and answering questions.

What is CX in call center? ›

Customer experience, also known as CX, is defined by the experiences a person has over the course of their journey with a product or service. Positive and negative customer interactions with a brand play a major role in CX, which can include a variety of customer service touchpoints.

How does customer experience impact sales? ›

Customer experience is the new battlefield

And how you feel after an interaction with a customer service center has a huge impact on your future purchase decisions. A good interaction keeps you happy and satisfied, while a poor interaction could lead to you stop doing business with that company again.

What is CX solution? ›

What are Digital Customer Experience (CX) solutions? Digital Customer Experience (CX) solutions are there to help your organisation better understand how online visitors interact with your brand.

How can you describe your customers? ›

Creating a customer profile or persona

The process of creating either a customer profile or customer persona will help clearly define your customers' needs by understanding their buying patterns, such as what, how and where they buy – and more importantly – their motivations for buying.

What words describe good customer service? ›

5 Words that Describe the Best Customer Service
  • Empathy/Understanding. Empathy was mentioned by the greatest percentage of respondents. ...
  • Satisfaction. Satisfaction was the second most popular choice to describe great customer service. ...
  • Listen. ...
  • Patience. ...
  • Caring.
17 Dec 2021

What do u call a customer that comes often? ›

Repeat customers are people who buy from you time and time again and would be considered loyal customers.

What are the 3 main components of customer experience? ›

The three main components of customer experience are:
  • Discovery. This component is all about how companies contact customers and how they make that contact relevant and meaningful. ...
  • Engagement. This component is about how customers interact with the company and company products. ...
  • Delivery.
13 Feb 2022

What is the difference between CX and UX? ›

UX is measured with metrics like: success rate, error rate, abandonment rate, time to complete task, and (since we deal in digital) clicks to completion. Customer Experience (CX), in contrast, encompasses all the interactions a person has with your brand.

What is CX in call center? ›

Customer experience, also known as CX, is defined by the experiences a person has over the course of their journey with a product or service. Positive and negative customer interactions with a brand play a major role in CX, which can include a variety of customer service touchpoints.

What does customer experience mean to you answer? ›

Customer service involves being a kind, courteous, and professional face for the company. It also involves listening carefully to customer wants and concerns. Beyond listening, customer service is doing everything in one's power to efficiently and accurately serve each customer.

What are 2 important parts to the customer experience? ›

  • Reliability as a Significant Element of Customer Experience.
  • Availability is another Major Component of Customer Experience.
  • Personalised Communication helps to Improve Customer Experience.
  • Simple Steps for Issue Resolution Improve Customer Experience.
  • Accountability has a Higher Influence on Customer Experience.
15 Oct 2021

What are the types of customer experience? ›

There are two types of customer experience—direct and indirect contact:
  • Direct customer experience refers to any interaction initiated by the customer. ...
  • Indirect customer experience refers to the passive encounters with your company.
18 Mar 2022

What are the four components of customer experience? ›

- To truly understand customer experience we have to understand the four components required to build one. There are archetypes, activities, interactions, and principles. An easy way to remember these is to think about the different parts of a relationship.

Why is CX short for customer? ›

For a time, the standard abbreviation for customer in Microsoft's customer service records was cu. This changed, however, when it was pointed out to the people in charge of such things that cu is a swear word in Portuguese. The standard abbreviation was therefore changed to cx.

What does a CX manager do? ›

CX managers develop and implement customer experience strategies, which can involve: Reviewing and pulling insights from analytics and data. Implementing change that anticipates and addresses customer questions, needs, and complaints. Segmenting customers and audiences into meaningful groups.

How much does a CX designer make? ›

How much does a Cx Designer make in USA? The average cx designer salary in the USA is $110,499 per year or $56.67 per hour. Entry level positions start at $95,102 per year while most experienced workers make up to $126,030 per year.

What makes a great customer experience? ›

To make a great customer experience, make a customer journey map, create buyer personas, establish a positive connection with customers, ask for and act on feedback, create helpful content, and build a community.

What is the role of customer experience? ›

Also known as CX specialists, customer experience specialists provide potential and existing customers with exceptional services. They identify customer needs, respond to customer queries, and collaborate with internal departments to optimize customer services and brand awareness.

Why should I hire you question in interview? ›

“Honestly, I possess all the skills and experience that you're looking for. I'm pretty confident that I am the best candidate for this job role. It's not just my background in the past projects, but also my people skills, which will be applicable in this position.

What are the 7 qualities of good customer service? ›

7 Must-Have Qualities of a Stellar Customer Service Rep
  • Problem-Solving Skills. The number one skill you need to excel in for good customer service is problem-solving. ...
  • Clear Communication. ...
  • Friendly Attitude. ...
  • Empathy. ...
  • Business Acumen. ...
  • Product/Service Knowledge. ...
  • Strong Time Management.

Videos

1. What is Customer Experience (CX)?
(BrandLove Customer Experience)
2. The 6 Top Customer Experience (CX) Trends Every Company Must Get Ready For Now
(Bernard Marr)
3. How is Customer Experience Management Different From CX?
(Jeannie Walters)
4. 10 Customer Experience Trends for 2022, by Steven Van Belleghem
(Steven Van Belleghem)
5. What is Customer Experience?
(AssistKD)
6. Meet Generation CX — The Customer Experience Movement
(Medallia)

Top Articles

You might also like

Latest Posts

Article information

Author: Msgr. Benton Quitzon

Last Updated: 09/16/2022

Views: 5951

Rating: 4.2 / 5 (43 voted)

Reviews: 90% of readers found this page helpful

Author information

Name: Msgr. Benton Quitzon

Birthday: 2001-08-13

Address: 96487 Kris Cliff, Teresiafurt, WI 95201

Phone: +9418513585781

Job: Senior Designer

Hobby: Calligraphy, Rowing, Vacation, Geocaching, Web surfing, Electronics, Electronics

Introduction: My name is Msgr. Benton Quitzon, I am a comfortable, charming, thankful, happy, adventurous, handsome, precious person who loves writing and wants to share my knowledge and understanding with you.