(BPT) - At the essence of CX (customer experience) is an increased focus on how customers feel when they experience a particular brand, product and service. Nowadays, comprehensively understanding CX has never been more fundamental for company growth. No longer confined to customer-product interactions, CX refers to the total flow of any interactions between the company and the customer, targeting all the experiences and emotions that customers have and feel from the moment they first learn about a product or service, to purchase, use, repair, disposal and so on.
Considering the emotions and reactions that customers have, CX — if done properly — goes beyond traditional definitions to provide value that surpasses customers’ expectations, successively increasing the attractiveness or appeal of a brand, product or service. And, with the recent business landscape reorganizing around online and omni-channels, "digital" has also become an integral part of CX and a key priority for companies.