What is Customer Experience (CX) and Why Does It Matter?

January, 26 2021 | User Experience, Customer Experience

To understand the importance of what has become known as CX (Customer Experience), first we must briefly define some terms. UX (User Experience) was initially defined by Nielsen Norman as all aspects of the end user’s interaction with the company, its services, and its products. However, over time, many experience and marketing professionals came to define UX as end-user interactions with a single product or service, with CX emerging as an umbrella term encompassing the sum total of customer experiences with all channels of the brand and their perceptions of those interactions.

Where UX is typically focused on individual touchpoints, measured by metrics judging task completion, success, abandonment and error rates, CX metrics are broader: overall experience, likelihood to recommend or use again. Regardless of which term you use, there’s increasing interest in delivering a consistent positive customer experience, regardless of which touchpoint or channel is involved, across the entire brand.

Here are three reasons providing excellent Customer Experience matters:

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