Glossary · Customer Satisfaction
Customer Experience
The sum of every interaction a customer has with your brand. Your product is how it feels to use you.
Customer Experience in Practice
CX is not owned by a single department. It is the cumulative effect of decisions made by product, marketing, sales, support, billing and operations. The companies that win on CX are the ones that treat it as a cross-functional discipline with a shared metric set.
The four levers of CX:
- Product experience - Is the product easy to use and valuable?
- Purchase experience - Is it easy to buy and to understand pricing?
- Service experience - Is help easy to reach and effective?
- Emotional experience - Does the brand make customers feel respected and understood?
Measure all four, not just the last one.
Frequently Asked Questions
No. Customer service is one component of CX, typically activated when something goes wrong. CX is the entire relationship - marketing, product, sales, support, billing, offboarding. Treating CX as a customer service problem is why most CX programmes underdeliver.
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