The survival of any business relies on the relationship between the company and its customers. No business can survive unless they’re keeping their customers happy and satisfied. When a customer interacts with your company or brand, the feeling they have from this experience becomes their customer experience (CX). It may be a good or bad experience, depending on how satisfied they were with your products, services, and level of customer service.

The number one goal of your business should be to keep your customers happy. You must provide them with a delightful customer experience which meets their needs and demands. The more positive you can make their experience, the more likely they’ll want to come back to your business. This is how any successful business grows its profit margin and clientele list.

Customer experience applies to every type of interaction between the customer and your business. A traditional interaction is where a customer comes into your physical storefront with the intent of either purchasing an item or finding out more information about what’s for sale. Their customer experience starts as soon as they walk into your store. It proceeds from there as they talk to employees, browse the aisles, pick out merchandise, and pay for it at the register.

Customer experience also applies to online engagement where customers go to your store website and interact with it. If the website is slow and disorganized, the customer experience will be poor. But if the website is fast, attractive, and easy to navigate, then the customer experience is great.

Other areas of customer experience include phone calls and email messages to your company’s customer support team. Also, the products or services themselves play a role in customer experience. Were the products affordable? Were they good quality? Did shipping take a long time? The answers to these questions determine how much they liked their customer experience.

Every customer goes through a journey when they engage a particular brand. Their journey begins in the store or on the website and then proceeds further between their interactions with the representatives of the business. If those interactions go well, the customer may decide to purchase something. Once they receive their purchase, they’ll either be happy or sad with it. All this represents the sequence of events in the customer experience journey.