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Customer experience (CX) comprises every interaction a consumer has with a business, from product discovery to post-purchase support. Everything a company does influences how the customer perceives the brand, if they feel satisfied, and whether they keep coming back. Building a strong CX program across an organization contributes to better brand loyalty, more repeat business, greater share of wallet, and positive word-of-mouth marketing.
So, CX is not just good for customers; it is good for business.
This article explores the fundamentals of CX, how to deliver a good customer experience, and tactics for pursuing continuous improvement.
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