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Definition

Customer experience, or CX, is a term used to summarise all consumer connections and interactions with a brand. This incorporates initial contact, through the process of engagement and into a long-term relationship – from buying a product in-store to accessing customer services on the phone and airing grievances on social media. Turning connections into relationships is central to maximising customer life time value through building trust, loyalty and advocacy.

Toolkit 2018

This article is part of Toolkit 2018, WARC's guide to five key challenges facing brands.

Why is this trend important?