The importance of customer experience in retail

11th July 2018

If you’ve ever been on a website with the intent to buy something but abandoned that purchase at the last minute because something about the process was frustrating, then you’ve had a negative customer experience.

Customer experience, or CX, is a catch-all term. It describes the overall impression created by every possible touchpoint between your business and your customers throughout every stage of the customer journey.

CX is necessarily broad. It includes advertising, marketing, the mapping of a customer’s digital journey; it is as much about the face-to-face interaction and in-store experience as it is post-sale customer service and word-of-mouth recommendations to their friends and relatives.