Definition
The sum of all interactions between the client and the organization throughout the relationship cycle, covering cognitive, trial, purchasing, installation and use.
In detail
Customer Experience (CX) is the sum of all interactions between a customer and an organization over the entire relationship cycle, covering awareness, trial, purchase, installation, and usage. It emphasizes end-to-end experience rather than individual touchpoints. In the system, CX is an extension of Customer Product Definition (CPD) and Customer Relationship Management (CRM), focusing on overall perception. It typically produces customer journey maps, experience metric reports, etc.
Example in practice
A certain software company noticed user churn. By mapping the customer journey, they found that the installation process was cumbersome. The team optimized the installation flow, provided online guidance, and regularly collected feedback. After the improvements, user retention increased and customer experience scores rose.