Customer Experience
Customer experience describes how a customer experiences interaction with a company or brand. It covers all encounters and experiences that the customer has with the company, from the first contact to the use of the services, receiving support and possibly ending the customer relationship.
For example, customer experience can include the following elements:
Quality of the product or service
Quality of customer service
Usability of the company’s website or mobile application
Company communication and marketing
Company image and reputation
Price and price-performance ratio
It is important to care for and develop the customer experience because it has a huge impact on customer satisfaction, customer loyalty, testimonials and the company’s reputation. A good customer experience can lead to higher sales or frequency, better customer retention and, through recommendations, acquisition of new customers. Poor customer experience, on the other hand, can lead to losing a customer and even negative publicity.