“Customer Experience (CX)”
The customer experience (CX) with a product or service unfolds over time as customers engage with various channels.
This includes interactions at multiple touchpoints, such as through an application or website and customer service (face-to-face or remote).
According to Gartner, CX is "the customer's perceptions and associated feelings caused by the unique and cumulative effect of interactions with a supplier's employees, systems, channels, or products."
Given this understanding, companies should prioritize the customer's experience at each stage of interaction—before, during, and after the purchase of a product or service. The quality of these experiences will leave a lasting impression and create a memory associated with the brand.