What is Customer Experience?

Customer experience (CX) plays a pivotal role on the growth of your business and organization.

Did you know that customers are likely to spend 140% more after a positive experience? Compared to customers who report negative experiences with a business or brand?

Customer experience, also known as CX, is your customers’ overall perception of their experience with your business or brand. Everything you do impacts your customers’ perception and their decision to keep coming back or not.

In order to deliver great experiences, you need to pin-point (map) your customer’s journey across multiple channels. This is right from the beginning right through to after – care service. This is where customer touchpoints play a vital role, but we will get into that a little later on.

So, customer experience is basically the result of every little interaction with your business, from start to finish.

What Makes a Good Customer Experience?

One of the most effective ways to gaining that competitive edge for your business, is by focusing on your customer experience strategy.

How you treat your customers will determine your retention rates and ultimately your bottom line.

Factors that influence customer experience:

  • Response time– When customers reach out to you and get real time assistance for their queries, their satisfaction level increases
  • Consistent support– Offering consistent support across all the online & offline channels like website or store, results in customers receiving the best multichannel messaging and communication experience
  • Availability– This refers to being available 24/7 to meet customer requests
  • Service etiquette– If your support team is empathetic, understanding and courteous, then customers will feel that you value them, resulting in a unique customer experience
  • Website design– Good website designs always attract and encourages customers to investigate further

Benefits of Providing Excellent Customer Service

The more amazing and unique customer experiences you provide, the more repeat customers and positive reviews you’ll receive. And you will simultaneously be reducing customer complaints and returns.

Back in the day, great customer experience wasn’t as crucial as in today’s times, today, the customer does not only expect great customer service and experience…

They demand it!

Quality customer service and experience is essential to business growth and success.

It costs ten times more to get a new customer than it does to retain an old one. This is why looking after your current customers are so important. Because this has a direct result on your customer retention.

Good customer experience goes a long way in giving people a good perception of your business. Bain & Company says, “If there is a 5% growth in customer retention, the company profits will rise by 25% to 95%.”

Below are a few benefits behind delivering a great customer experience:

  • Increased customer and employee retention
  • More customers
  • Increases your brand’s value
  • Increased customer trust and loyalty
  • Increased customer satisfaction
  • Strong customer and employee relationships
  • Better word-of-mouth marketing, positive reviews, and recommendations

What is the difference between customer experience and customer service?

In short, customer service is just one part of the whole customer experience.

As I mentioned earlier, customer experience is a customer’s overall perception of your company. This is based on their interactions with your company over a variety of different touchpoints. Comparatively, customer service refers to specific touchpoints within the experience. This could be where a customer requests and receives assistance or help. For example, calling your customer service line to request a refund. As well as interacting via email with a service provider.

Customer experience is larger than customer service. It includes every touchpoint a customer ever has with your company. Whether it’s the moment they first hear about you on Google, all the way through to the time they call your customer service team to complain about your product (and hopefully get a prompt response).

Customer Touchpoints

Customer touchpoints are defined as the point of interaction with the brand across different phases, they are:

  • Awareness
  • Evaluation
  • Post-purchase
  • Advocacy

I would just like to mention that customer touchpoints are the building blocks of two bigger areas. These focus areas are:

  • Customer Mapping
  • Customer Journey

The above two concepts will be covered in a different blog, so, for now, let’s go back to customer touchpoints.

The unique touchpoints have a major impact on the way customers perceive your products, services, and solutions. Identifying your customer touchpoints is the first step when creating a customer journey map. This is how you can ensure that your customers are satisfied at every point of their journey. Mapping helps businesses to identify the touchpoints in phases.

Touchpoints are also defined as the point of contact across the customer journey. Thus it includes digital and customer relationship management (CRM) touchpoints.

The customer experience journey starts right at the beginning for your customer. This is from the very first moment of contact, right through to the purchase and after purchase stage.

As much as we all like to say we aren’t vain, but we all want to feel special. And that is why it is vital that you and your employees make your customers feel special and highly valued.

Sometimes the first touchpoint can even start with the security guard standing outside your shop. Remember, whatever the first touchpoint is, that is their very first experience the customers has with your business. And that is where that great feeling should start for them.

It’s great if customers know your name and brand, but if they don’t remember what you did for them and how you made them feel, then your business really won’t stand out from the rest! This feeling that you and your team create, it is how you get customers to indulge in their experience with you, your team, and your employees.

As I mentioned previously, CX is the result of every interaction a customer has with your business!

 Customer Experience and Your Online Business

Whether your business is online or not, customer experience is still based on that feel – good feeling. Don’t think that it’s different just because your business is online. User experience plays a vital role here.

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Customer touchpoints help to understand the “how & where” your customers would interact, and from there your business can leverage the insights and data received to improve your brand perception.


Customer experience is now an established part of any business strategy. I hope that after reading this blog that you understand what customer experience is, as well as the importance of it to succeed in business. 



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