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.