Customer experience, or CX, isn’t just some fancy buzzword; it’s actually the heart and soul of any business that wants to succeed. It’s all about how guests feel about every commerce they’ve with your company. That means everything — from your advertisements, your website, your products, to how your support team addresses them, and indeed the behind-the-scenes stuff like how your processes run. Every little commerce, whether it’s on purpose or by mistake, adds up and shapes how guests feel about your brand.
And nowadays, with more touchpoints moving online, digital customer experience plays an even bigger role. The way people interact with your website, app, or social media channels can make or break their perception of your brand.
Measuring and perfecting CX isn’t a commodity you can skip — it’s actually super important. A good customer experience keeps people coming back, helps your business grow, boosts profits, and sets you up for long-term success. In this companion, we’ll talk about why CX matters, the benefits it brings, how to make a CX strategy, and how you can actually measure it.
Why does customer experience matter?
Customer experience is one of the most important factors influencing business performance. Without customers, there’s no revenue, no growth, and ultimately, no survival. Equally, even if you have a large customer base, unhappy customers can erode your reputation, increase churn, and stifle growth.
Key benefits of a great customer experience
Happy customers stick around
If people like dealing with you, they’ll probably be back. They trust you and feel like you care, so they want to keep hanging out.
More customer interaction
If folks dig your stuff, they’ll talk to you more in different ways—like commenting on your posts, showing up at events, or telling you what they think.
Happier customers spread the word.
Satisfied customers tend to become your biggest fans. They’ll tell everyone they know—friends, family, coworkers—about your awesome products.
Why statistics validate CX’s importance
- 88% of customers lose trust in a brand after a poor experience (SurveyMonkey).
- 57% of people permanently stop using a product after just one bad interaction.
- 91% of consumers are likely to recommend a company after a positive experience
Despite these compelling numbers, only about 20% of companies have a fully developed CX program. Many businesses recognize its importance but lack the structure, resources, or expertise needed to implement and measure it effectively.
Building your CX strategy
Improving customer experience (CX) isn’t something you just do on a whim—it needs a proper, step-by-step approach. You gotta have a strategy that’s always listening, learning, and ready to adapt.
Here’s a simple framework to start building your CX journey, while keeping omnichannel customer experience in mind.
Step 1: Start – Listening and learning
First things first—you need to figure out where you are right now and where you wanna go. Listening to your customers is super important. You can do this through surveys, feedback forms, or just good old conversations.
For example:
American Express totally changed how it approached customer service. They stopped thinking of it as just a cost and started seeing it as an investment in building relationships. By letting customer feedback shape their tech, processes, and policies, they ended up boosting customer retention by 400%. That’s huge!
Step 2: Stop – Getting rid of bad habits
Take a good look at what’s not working. Ask yourself:
- What are we spending time and money on that’s not really helping customers?
- Are there outdated processes that just annoy people?
Sometimes, it’s not just about what you sell, but how you act as a company. Take what happened back in February 2018. Some businesses stopped working with the NRA because their customers wanted them to. If your company’s actions don’t match what your customers believe is right, you could lose their trust, and they might stop being your customers pretty quickly.
Step 3: Continue – Building on what works
Once you know what’s working, don’t stop there! Ask yourself:
- Which parts of our customer experience are customers loving?
- How can we make these even better or roll them out more widely?
Focusing on what’s already a win helps you boost customer lifetime value and get more brand advocates. That’s directly linked to better profits, too.
Why a strong customer experience matters
When you get your CX right, it’s not just feel-good stuff—it’s good for business in real, measurable ways. Here’s what you can expect:
✔ Increased customer loyalty
When customers feel like you really care, they stick around. They’ll buy again, leave great reviews, and recommend you to their friends. Personalized and empathetic interactions go a long way.
✔ Improved brand reputation
Happy customers talk. In today’s world, word spreads like wildfire. A good experience builds trust, and trust draws in more customers—old and new.
✔ More revenue
Loyal customers buy more often and spend more when they trust you. A great CX opens the door to repeat purchases, cross-selling, upselling, and referrals.
✔ Lower costs
When things run smoothly, fewer people need help, and you’ll see fewer complaints and returns. That means lower support costs and more efficient operations.
✔ Standing out in a crowded market
Everyone’s got the same product these days—but not everyone goes the extra mile in service. Thoughtful communication, seamless interactions, and genuine care make you memorable, and competitors can’t easily copy that.
How to measure customer experience effectively
Once you’ve laid the groundwork for improving CX, you need reliable ways to track progress. Measurement isn’t about guessing—it’s about gathering data systematically and making informed decisions.
Using surveys to collect feedback
Surveys are one of the most common and effective tools to measure customer experience. A well-designed survey, part of a Voice of the Customer (VoC) program, can gather insights at scale.
Pros of using surveys
- Cost-effective – Surveys are cheaper than in-person interviews or extensive research efforts.
- Scalable – Reach thousands or even millions of customers easily.
- Actionable – Responses can be categorized and analyzed to inform improvements.
- Trackable – Compare data over time to detect trends and measure impact.
- Automated – Use tools to automate survey distribution based on customer interactions.
Cons of using surveys
- Resource Intensive – Setting up surveys requires time, tools, and staff.
- Needs Commitment – Results take time to manifest, requiring sustained effort and focus.
- Follow-through is Critical – If feedback isn’t addressed, customers feel unheard, undermining trust.
Best practices for surveys
- Ask clear, concise questions.
- Use rating scales for easy quantification.
- Collect both quantitative and qualitative responses.
- Close the feedback loop by communicating improvements based on customer suggestions.
Final thoughts
Customer experience? You just gotta nail it. Each time someone deals with your brand, it shapes what they think of you. Could be talking to you directly, the product quality, or support after you buy—CX builds trust, keeps people coming back, and boosts your bottom line.
To get a CX program going, start by paying attention and figuring things out, spot what to ditch, and keep up with what’s doing well. Get feedback with surveys and stats so you can see how far you’ve come and tweak stuff as needed.
If you really focus on how customers feel, they’ll be happier, your brand will look better, you’ll rake in more cash, and your business will be able to weather any storm overall. Now, with customers wanting more all the time, CX is not just about keeping up—it’s about setting the pace.
