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This paper analyses how companies should approach capturing their customers’ thoughts and feelings about recent experiences they’ve had with them, with the aim of driving a culture of continuous improvement within organisations.

Definitions

Customer experience (CX) is a term that is open to various definitions but for the purposes of this paper I’ll define it as a customer's perception of their interactions with a company and how it made them feel.

Customer feedback is defined as information gathered about a recent experience a customer has had with an organisation (as opposed to customer insight, which has a much broader scope).

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