Cover of the Salesforce State of Marketing report

See the top trends in data, AI, and more — from nearly 5,000 marketers worldwide.

Build lasting relationships that drive growth with Marketing Cloud.

Action all your data faster with unified profiles and analytics. Deploy smarter campaigns across the entire lifecycle with trusted AI. Personalize content and offers across every customer touchpoint.

Astro standing with outstretched hands in front of the Marketing Cloud newsletter.

Stay up to date on all things marketing.

Sign up for our monthly marketing newsletter to get the latest research, industry insights, and product news delivered straight to your inbox.

Customer experience FAQs

Customer experience (CX) refers to a customer's overall perception of their interactions with a brand throughout their entire journey, from initial contact to post-purchase support. It encompasses every touchpoint and aims to create positive emotions to foster loyalty.

Strong CX drives revenue and customer lifetime value. It strengthens brand preference, improves customer loyalty, and enhances engagement, leading to repeat business and positive recommendations.

Customer experience (CX) is the sum of all interactions a customer has with a brand. Customer service is a part of CX, specifically focused on support and advice received for a product or service, or direct interaction with brand representatives.

Key elements include listening to customers, building customer profiles, acting with empathy, and mapping the customer journey to identify and optimize touchpoints.

Businesses can measure CX using metrics like Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), Customer Effort Score (CES), customer retention rate, and customer lifetime value.

Improve CX by personalizing interactions, streamlining processes, managing expectations, and consistently acting on customer feedback.