Customer experience (CX) is defined as the cumulative impact of all the different types of interactions that a customer has with an organization. This experience focuses not only on actions, but also on the emotions experienced by an individual; CX centers on the relationship between a business and its customers. From marketing and sales to customer service and care, customer experience includes all aspects of a company’s offering and refers to how the company engages with its customers during every touchpoint of the consumption process.
Touchpoints can include traditional store visits and face-to-face retail service, interactions through the web, mobile applications, and social media, over-the-phone services, support forums, and even marketing endeavors. Customer experience encompasses company culture, processes, and people, as well as the products, services, and information that is made available through touchpoints and channels. In other words, any part of a brand’s actions or features that leaves an impression on the customer and influences their image falls under the umbrella of CX.
The term customer service is sometimes used interchangeably with customer experience, but the two do not have the same meaning. Customer service refers to the advice and assistance that a company provides to their customers; put simply, customer service is just one aspect of the entire journey that makes up the customer experience.