AB Tasty › Blog › analytics › What exactly Does Customer endure (CX) Mean? and How have the right to We measure up It?

It’s a competitive civilization online. In order come beat her competition, you need world-class customer suffer (CX). 

But what exactly does customer experience mean, anyway? 

This is a non-technical overview to client experience; fine cover what CX is, why the important, how it benefits her business, and how you deserve to measure it. 

By the end of the article, you’ll have everything you need to start measuring, improving, and also delivering superb experience for your customers.

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The an interpretation of customer Experience

Customer suffer is a big deal. 

So much so the a research by Econsultancy found that the number one priority for an ext than 2,000 marketers to be customer experience as soon as asked the question:

“Over the next five years, what is the primary means your company will seek to differentiate itself indigenous competitors?”

So what is client experience? 

Customer experience (CX for short) is the late of your customers’ experience with your organization or brand. 

Every time a client interacts with your brand and everything your organization does, it has actually an impact on just how your customers perceive her business. 

Customer suffer is the culmination of all of these experiences and interactions, impacting her decision whether to go back to the business or make a purchase. 

Simply put, the an essential to your success is epic customer experience. 

The prominence of Customer experience for her Business

The core benefits of boosting your customer experience encompass the following:

Increase the commitment of your customersIncrease the happiness and satisfaction of your customersIncrease hopeful reviews and also recommendationsReduce returns Reduce complaintsReduce churn 

There is no doubt the to it is in a effective business, you need to put her customers first. If friend do, it’s not only good for them, but it’s also good for her business. 

The client Journey and also Customer Experience

As we’ve seen, customer experience is came to with the holistic suffer of her customers with your brand. 

This way that every action of the customer journey has actually the potential to impact on your customer’s experience. 

In regards to customer experience, the step of a customer’s journey encompass discovery, research, purchase, and post-purchase customer support. 

It should go there is no saying, however in terms of customer experience, yes one extremely essential caveat come the client journey.

Instead of considering each stage of the journey from the business’s perspective, it’s command to take into consideration these touchpoints from the view of the customer. 

To improve customer experience at each stage, we require to understand how and also why they are different, and also what we can do to enhance the experience of her customers.

To much better understand client experience, let’s failure the client journey into stages.

Stage One: Consideration

When a customer alters from one observer to a potential customer, they get in the “Consideration” phase. 

It’s at this stage that a client is making a selection whether to consider your brand or exclude that from their buying journey. 


At this point, branding is hugely important. Well-known brands have the top hand in ~ this point, but if you very own a smaller company, the best method you can make an affect is by having a clear message that solves a customer’s problem. 

Stage Two: Evaluation

There room two means in i beg your pardon a potential customer can get in the evaluation stage. 

First, lock may have actually “selected” your brand throughout the consideration stage or, interestingly, lock may get in the cycle fresh in the review stage. 

While this might seem odd, it’s typical sense. As a potential client researches products comparable to yours, it’s likely that castle stumble across brand-new brands, and also the brands they’ve previously considered. 

The method you advertise to customers at this stage of the cycle should, therefore, reflect both of these types of customers and you must take into account the reality that many world have no yet connected with her brand at all. 

Stage Three: Buying

Hooray! This is the stage we’ve all been waiting for. And also it’s much more than most likely the stage that most marketers focus on. 

Everything from the message on the ‘Buy’ button to the copy top top the product web page is A/B tested, iterated, and scrutinized. 

Of course, this is very important, however by placing also much focus on this one stage of the cycle, it might be detrimental come the customer suffer overall. 

Stage Four: Post-Purchase 

Often overlooked, the post-purchase stage is an equally important component of the customer endure journey. 

How friend treat your customers ~ they have actually bought from you will affect whether they pick to repeat the process…or not.

The impact of customer satisfaction ~ a purchase deserve to have a vast impact on her bottom line. Think about these statistics:

And this is the beat line: only 18% the businesses focus on customer retention. 

This represents a vast opportunity because that you to beat your competition, rise your profits, and improve her customer experience. Win, win, win. 

The importance of Website Personalization

“Website personalization is the real-time individualization of a website to suit each visitor’s distinct needs and also guide them with a custom conversion funnel.” 

And it works together with client experience. 

Personalization deserve to be excellent at any stage of the funnel, native personalized email marketing to exit-intent popups and discount offers. 

A well-targeted personalized message evokes one emotional solution and creates a stronger, more memorable link with your brand. 

How to measure up Customer Experience

Instead of measuring the ROI of client experience, which will most likely take the focus off client satisfaction, you have to use one or more of the adhering to industry-specific metrics: 

NPS (Net Promoter Score)

The network Promoter Score, or NPS, actions customer experience and can likewise predict business growth. 

It’s a straightforward measurement, however it’s been embraced around the world and also is watched as one of the best ways to measure her customer’s experience. 

To operation the test, ask your customers ~ above a range of one come ten whether or not they would certainly recommend her brand or company to a friend. 

Respondents are then grouped right into “Promoters” (score 9-10), “Passives” (score 7-8), or “Dectractors” (0-6). 

Once you’ve built up your responses, subtract the portion of Detractors from the portion of Promoters, and also you have actually your net Promoter Score. 

It’s simple, straightforward, and also it works. 

CES (Customer initiative Score)

Like the NPS, CES is another way to measure customer experience. 

Also using a survey, it asks customers to rank their experience with the business ranging from “Very Difficult” to “Very Easy.” 

The concept is, if you do it easy for your customers to do a acquisition or settle their problem, then it’s more likely that they will proceed to salary for her product or service. 

The easiest way to rise customer commitment is not through “wowing your customers,” but rather through making it much easier to get their task done.

CSAT (Customer Satisfaction Score) 

The last customer organization metric is the customer Satisfaction Score. 

It’s a straightforward test and, due to the difference in opinion over what is classed as “satisfactory,” the validity can be questioned. 

Nevertheless, it’s basic to do and can offer insight into how well your customers endure your brand.

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The inspection asks the concern “How satisfied to be you with your experience?” in order to gauge customer satisfaction with their purchase or interaction with your business. 

The response should be on a range from 1–3, 1–5, or 1–10.

TTR (Time to Resolution)

Time to Resolution, or TTR, is the typical time it takes for her customer company team to fix an worry raised by a customer. 

One of the ideal ways to minimize customer disappointed is to ensure the fashionable resolution of their issues. 

Unfortunately, if friend don’t measure your solution times, it’s difficult to understand whether or no you’re hitting the mark. 

To test your TTR, simply include up all of the time that takes to solve issues and also divide the complete by the number of tickets addressed. 

TTR is the average size of time that takes for customer company teams to resolve an issue. 


In a digital world, customer expectations are higher than ever, and also word of great (or bad) service travels at the rate of light. Customer endure requires continuous care and attention. Focus on a permanent customer endure strategy and always offer a customer-centric strategy. 

By understanding your customer experience journey and testing your customers’ satisfaction levels, you have the right to improve her customers’ consciousness of her brand and, in turn, improve brand loyalty, increase retention, and achieve greater profits.