Customer Experience

Customer Brand Experience – CX

Often CX is the difference between success and failure in competitive markets and mature industries. While CX started in the digital environment, the term has become synonymous with any activity which maps the customer journey and records the experience customers have at all brand touch-points.

The aim here is to promote service/brand consistency and remove any impediments to growth. Often growth marketing teams will look at specific stages within the customer life cycle, however a CX professional will be responsible for the wider experience, often consulting with brand professionals.

Customer Experience Elements

Customer experience can delve into many areas. Below are some examples

  • User Experience (UX)
  • User Interfaces (UI)
  • Online brand perceptions & contact points
  • Reputation management – reviews, publicity, feedback
  • Third party research, testing & mystery shopping
  • Gamification



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