Glossary

What is Customer Experience (CX)?

In customer management, the customer experience (CX) refers to the richest possible set of positive experiences a customer has until they develop an emotional connection to a brand or company. The technological challenge here is that existing tools, such as traditional CRM, cannot on their own create a positive customer experience.

This is because a company needs all customer information to do so, yet this data can be scattered across various touchpoints on different systems (ERP, CRM, BI, etc.)—such as interactions via call centers, comments on Facebook, contact with sales, or in-store purchases. Modern tools, such as a customer data platform or a customer experience platform, however, bring all this customer data together, standardize it, and consolidate it into meaningful customer profiles. This enables companies to better understand their customers and offer them optimal service and a top-notch customer experience at all times.