Customer Experience (CX) refers to the overall perception and feelings that a customer has about a brand or company based on their interactions throughout the entire customer journey. This journey encompasses every stage of engagement, from marketing and sales to the purchasing process and after-sales service. CX is influenced by various factors, including the quality of products or services, the efficiency and friendliness of customer support, the ease of use of websites or applications, and the emotional connection customers feel towards the brand.

A positive customer experience can lead to customer satisfaction, loyalty, and advocacy, while a negative experience can result in dissatisfaction and loss of customers. Companies often focus on improving customer experience by gathering feedback, using data analytics, and implementing customer-centric practices to enhance the interactions customers have with their brand. Overall, customer experience is a critical element of business strategy, as it directly impacts brand reputation and financial performance.