The customer experience (CX), is all the experience had by customers since the first contact established with the brand, and involves all stages of the customer jorney along the sales funnel, not necessarily ending with completing the purchase, since there may be subsequent contacts, such as after-sales support.

Why is customer experience important?
Nowadays, brands need to strive and innovate more and more in order to stand out from their competitors in the market.
One negative episode algong the customer's journey can be decisive when considering to repeat purchases. In addition, it can also lead the customer to decide to express this displeasure through negative reviews on social networks or other communication channels, thus decreasing the brand's reputation.
On the other hand, a good experience can be decisive for customer loyalty, as well as to enhance customer engagement, through for example positive ratings, shares and brand recommendations to other potential clients, becoming brand promoters themselves.
For this reason, it is essential to invest on the most optimized experience possible.

Every aspect counts!
When it comes to customer experience, good service is not enough.
As mentioned before, all points where the customer has contact with the brand are important.
In the digital, aspects such as usability and speed of the website, ease and convenience of the purchase process, integration with omnichannel, personalization of offers and email marketing, the ease and speed of contact with support, and obviously the quality of the product or service offered are critical to ensuring a great customer experience.