homepagelexiconCustomer Experience (CX)

Customer Experience (CX)


Customer experience (CX) is the entirety of all experiences that a customer has during the entire interaction with a company. It covers all aspects of customer perception, from the quality of the product or service to customer service and after-sales support.


The term has gained in importance in recent decades, particularly as a result of increased competition in many industries and increased customer expectations for personalized and seamless experiences. In a digitally connected world, in which customers have access to a wide range of providers, customer experience often becomes a decisive differentiating factor.

Areas of application

Customer experience plays a role in every customer touchpoint, including marketing, sales, product development, and customer service. In industrial companies, CX is often achieved through digital solutions such as B2B retailer portals improved, which aim to simplify the buying process and customer service.


The main benefits of an excellent customer experience are increased customer satisfaction, improved customer loyalty and, ultimately, a positive impact on sales and brand image. Satisfied customers are more likely to make further purchases and recommend the company to their social and professional environment.


Challenges in designing an effective customer experience include integrating various communication channels to create a coherent customer experience, dealing with customer expectations, and measuring customer satisfaction. Companies must also ensure that their CX strategies are continuously adapted to new technologies and customer needs.


An example of optimizing the customer experience in an industrial company is the introduction of a Self-service portal, which allows customers to configure products, place orders, and track the status of their deliveries in real time. This contributes to a more transparent and satisfying customer experience.


Customer experience is a key factor for success in today's business world. By creating positive customer experiences, companies can strengthen their customer relationships and prevail in a competitive market environment.