{"id":111889,"date":"2020-02-06T17:00:42","date_gmt":"2020-02-06T17:00:42","guid":{"rendered":"https:\/\/staging.wingify.com\/blog\/what-is-cx-how-to-measure-it\/"},"modified":"2026-09-03T16:50:04","modified_gmt":"2026-09-03T11:20:04","slug":"what-is-cx-how-to-measure-it","status":"publish","type":"post","link":"https:\/\/wingify.com\/blog\/what-is-cx-how-to-measure-it\/","title":{"rendered":"What Exactly Does Customer Experience (CX) Mean? And How Can We Measure It?"},"content":{"rendered":"\n

It\u2019s a competitive world online. In order to beat your competition, you need world-class customer experience (CX). <\/span><\/p>\n\n\n\n

But what exactly does customer experience mean, anyway? <\/span><\/p>\n\n\n\n

This is a non-technical guide to customer experience; we\u2019ll cover what CX is, why it\u2019s important, how it benefits your business, and how you can measure it. <\/span><\/p>\n\n\n\n

By the end of the article, you\u2019ll have everything you need to start measuring, improving, and delivering an exceptional experience for your customers.<\/span><\/p>\n\n\n\n

The definition of customer experience<\/b><\/h2>\n\n\n\n

Customer experience is a big deal. <\/span><\/p>\n\n\n\n

So much so that a study by <\/span>Econsultancy<\/span><\/a> found that the number one priority for more than 2,000 marketers was customer experience when asked the question:<\/span><\/p>\n\n\n\n

\u201cOver the next five years, what is the primary way your organization will seek to differentiate itself from competitors?\u201d<\/span><\/p>\n\n\n\n

So what is customer experience? <\/span><\/p>\n\n\n\n

Customer experience (CX for short) is the perception of your customers\u2019 experience with your business or brand. <\/span><\/p>\n\n\n\n

Every time a customer interacts with your brand and everything your business does, it has an impact on how your customers perceive your business. <\/span><\/p>\n\n\n\n

Customer experience is the culmination of all of these experiences and interactions, impacting your decision whether to return to the business or make a purchase. <\/span><\/p>\n\n\n\n

Simply put, the key to your success is epic customer experience. <\/span><\/p>\n\n\n\n

The importance of customer experience for your business<\/b><\/h2>\n\n\n\n

The core benefits of improving your customer experience include the following:<\/span><\/p>\n\n\n\n

    \n
  1. Increase the loyalty of your customers<\/span><\/li>\n\n\n\n
  2. Increase the happiness and satisfaction of your customers<\/span><\/li>\n\n\n\n
  3. Increase positive reviews and recommendations<\/span><\/li>\n\n\n\n
  4. Reduce returns\u00a0<\/span><\/li>\n\n\n\n
  5. Reduce complaints<\/span><\/li>\n\n\n\n
  6. Reduce churn\u00a0<\/span><\/li>\n<\/ol>\n\n\n\n

    There is no doubt that to be a successful business, you need to put your customers first. If you do, it\u2019s not only good for them, but it\u2019s also good for your business. <\/span><\/p>\n\n\n\n

    The customer journey and customer experience<\/b><\/h2>\n\n\n\n

    As we\u2019ve seen, customer experience is concerned with the holistic experience of your customers with your brand. <\/span><\/p>\n\n\n\n

    This means that every step of the customer journey has the potential to impact on your customer\u2019s experience. <\/span><\/p>\n\n\n\n

    In terms of customer experience, the stages of a customer\u2019s journey include discovery, research, purchase, and post-purchase customer support. <\/span><\/p>\n\n\n\n

    It should go without saying, but in terms of customer experience, there\u2019s one extremely important caveat to the customer journey.<\/span><\/p>\n\n\n\n

    Instead of considering each stage of the journey from the business\u2019s perspective, it\u2019s imperative to consider these touchpoints from the perspective of the customer. <\/span><\/p>\n\n\n\n

    To improve customer experience at each stage, we need to understand how and why they are different, and what we can do to improve the experiences of your customers.<\/span><\/p>\n\n\n\n

    To better understand customer experience, let\u2019s break down the customer journey into stages.  <\/span><\/p>\n\n\n\n

    Stage 1: Consideration<\/b><\/h3>\n\n\n\n

    When a customer changes from an observer to a potential customer, they enter the \u201cConsideration\u201d phase. <\/span><\/p>\n\n\n\n

    It\u2019s at this stage that a customer is making a choice whether to consider your brand or exclude it from their buying journey. <\/span><\/p>\n\n\n

    \n
    \"nike<\/figure>\n<\/div>\n\n\n

    <\/p>\n\n\n\n

    At this point, branding is hugely important. Well-known brands have the upper hand at this point, but if you own a smaller company, the best way you can make an impact is by having a clear message that solves a customer\u2019s problem. <\/span><\/p>\n\n\n\n

    Stage 2: Evaluation<\/b><\/h3>\n\n\n\n

    There are two ways in which a potential customer can enter the evaluation stage. <\/span><\/p>\n\n\n\n

    First, they may have \u201cselected\u201d your brand during the consideration stage or, interestingly, they may enter the cycle fresh in the evaluation stage. <\/span><\/p>\n\n\n\n

    While this may seem odd, it\u2019s common sense. As a potential customer researches products similar to yours, it\u2019s likely that they stumble across new brands, as well as the brands they\u2019ve previously considered. <\/span><\/p>\n\n\n\n

    The way you advertise to customers at this stage of the cycle should, therefore, reflect both of these types of customers and you should take into account the fact that many people have not yet interacted with your brand at all. <\/span><\/p>\n\n\n\n

    Stage 3: Buying<\/b><\/h3>\n\n\n\n

    Hooray! This is the stage we\u2019ve all been waiting for. And it\u2019s more than likely the stage that most marketers focus on. <\/span><\/p>\n\n\n\n

    Everything from the text on the \u2018Buy\u2019 button to the copy on the product page is A\/B tested, iterated, and scrutinized. <\/span><\/p>\n\n\n\n

    Of course, this is highly important, but by placing too much emphasis on this one stage of the cycle, it could be detrimental to the customer experience overall. <\/span><\/p>\n\n\n\n

    Stage 4: Post-Purchase\u00a0<\/b><\/h3>\n\n\n\n

    Often overlooked, the post-purchase stage is an equally important part of the customer experience journey. <\/span><\/p>\n\n\n\n

    How you treat your customers after they have bought from you will affect whether they choose to repeat the process…or not.<\/span><\/p>\n\n\n\n

    The effect of customer satisfaction after a purchase can have a huge impact on your bottom line. Consider these statistics:<\/span><\/p>\n\n\n\n