Customer experience

Customer experience (CX) covers every interaction and emotion a customer lives through with a brand, from first contact to after-sales service. It determines satisfaction, loyalty and recommendation.

The dimensions of customer experience

Customer experience is built across every touchpoint: browsing the site, the quality of product information, ease of purchase, delivery, customer service, and using the product. Each interaction feeds the overall perception of the brand.

Why optimize customer experience

A positive customer experience generates loyalty and positive word of mouth, and increases customer lifetime value. A bad experience, on the other hand, spreads fast and damages reputation. Customer experience has become a key factor in standing out from competitors.

Use case

A sports equipment distributor sells across several channels: its website, Amazon and the Decathlon marketplace. Without a PIM: product information is inconsistent from one channel to the next (different prices, descriptions up to date on one channel but not the other), which confuses and frustrates customers. With a PIM: all data is synchronized, customers find the same reliable information everywhere, and visuals are of consistent quality. The result: return rate halved, customer satisfaction up 35%.