Customer experience marketing

This article introduces a series of articles on customer experience marketing. Read more.

Customer experience (CX) – the interactions between a customer and an organisation throughout their business relationship is now regularly cited by marketers as the most important route to retaining and growing sales.

No amount of smart advertising can make up for a deficiency in the customer experience of the brand. In the age of social media, even a comparatively small number of dissatisfied customers can ruin a brand's reputation very quickly. At the same time, social media and review sites offer a free, more credible and personal affirmation of a brand's positive values via advocacy, than paid advertising.