India, May 29 -- The term "customer experience" (CX) doesn't seem to have a standard definition, but it's often used interchangeably with customer journey, brand perception and customer engagement. In its broadest meaning, customer experience is the subjective impression (always viewed from the customer's perspective) a brand makes from the totality of interactions, resulting in how a customer thinks of a brand across every stage, channel and touchpoint of the customer journey.
By definition, one or two touchpoints in isolation do not make a customer experience: CX is made up of all the touchpoints across all the channels (i.e., omnichannel engagement) across the entire customer journey.
Why is Customer Experience (CX) so important?
The ...