Customer Experience (CX)
Term from the CRM Lexicon
Definition
In today's business world, Customer Experience (CX) is a crucial success factor. It describes the sum of all impressions and experiences that customers gather throughout their entire relationship with a company – from the first contact to the purchasing process and customer service. A positive CX leads to higher satisfaction, stronger customer loyalty, and an increased likelihood that customers will recommend the company. In contrast, a negative CX can significantly impair a company's growth and competitiveness.
CX has evolved into a central differentiating feature that helps companies stand out from the competition. By continuously improving customer experiences, companies can better understand their target audiences, meet their needs more precisely, and build long-term relationships – ultimately leading to sustainable business success.
Important Aspects
| Comprehensive Experience | It's about the entire experience, not just individual aspects like the product or customer service. |
| All Touchpoints | CX begins when a customer first learns about a company and extends across all channels, such as website visits, social media, personal recommendations, or customer service calls. |
| Emotional Connection | Companies build a positive CX by not only offering functional features of the product or service but also addressing emotional needs. |
| Customer Loyalty | A positive Customer Experience is an important factor for building customer engagement and sustainable customer loyalty. |
| Holistic Approach | Companies consider the entire Customer Journey and integrate all steps, instead of isolating individual areas like marketing or customer service. |
| Differentiation in Competition | In today's market, an excellent CX helps companies stand out from competitors, especially when products and services are interchangeable. |