Customer Experience: meaning, examples and CX best practices

A satisfied customer returns, buys again and recommends the brand. On the contrary, a disappointed consumer abandons and often leaves negative reviews that steer other consumers towards alternative solutions and competitors. The way companies manage each interaction with their customers therefore has a direct impact on sales, trust and reputation: 73% of consumers consider the shopping experience a determining factor in choosing a brand and over half of customers change supplier after just one negative experience. In short: a good product or an efficient service are no longer enough, and what really distinguishes a company is the quality of the interactions it offers throughout the customer journey, the “how” it makes people feel, following the dictates of neuromarketing. In this article, we analyze the essential principles of the customer experience, the theoretical models of reference and the effective strategies to improve it; we will also examine how companies measure the quality of their customers’ experience and which trends are shaping the sector, helping to transform a simple transaction into a lasting relationship.

What is the customer experience

The customer experience, often represented by the acronym CX, is the sum of perceptions, emotions and interactions that a customer has with a brand throughout the purchasing process and beyond. Every experience, from browsing a website to after-sales assistance, affects the overall judgment, influencing consumer loyalty and company reputation.

Give value to your customers

Improve the Customer Experience with a data-driven approach and optimize customer loyalty

Find out more

This dynamic is not limited to the key moments of the purchasing process, but includes every contact with the company, both direct and indirect: it is the “how it made you feel” that remains with the customer for much longer than the product purchased or the service received. An intuitive interface, clear communication and efficient customer service are just some of the factors that contribute to generating a positive CX. On the other hand, long waiting times, inconsistent interactions between channels and difficulties in finding information can quickly compromise it.

According to Meyer and Schwager (2007), customer experience is not simply the result of the brand’s actions, but a customer’s subjective perception, based on their expectations and the emotions experienced along the way. Manning and Bodine (2012) also highlight the centrality of the emotional component, dividing CX into three fundamental levels: the brand’s ability to satisfy the functional needs of the customer, the ease of interaction with its tools and, at the highest level, the creation of an engaging and memorable experience.

Attention to CX is now a strategic lever for business success: more and more brands are investing in touchpoint management to offer consistent and optimized experiences, aware that a positive perception can turn into loyalty and word of mouth, while a frustrating experience can easily lead to brand abandonment.

Definition and meaning of customer experience

The concept has been progressively refined over time, with the contribution of different theoretical approaches. Meyer and Schwager, as mentioned, describe it as the sum of individual perceptions that a customer develops through each interaction with a brand, whether direct or indirect. This means that it is not only the use of a product or service that determines the overall experience, but also the way in which the brand communicates, makes itself available and solves any problems.

Manning and Bodine, on the other hand, propose a hierarchical vision of CX, dividing it into three increasing levels. The first stage is the functional element, which concerns the effectiveness with which a product or service responds to the customer’s needs. The second level is linked to the simplicity and accessibility of the interaction, i.e. the ease of use of the channels and the clarity of the information. The third and final level corresponds to the emotional component: a company that manages to arouse positive emotions and transform an interaction into a memorable experience creates a distinctive value that can build customer loyalty in the long term.

This subjective dimension of CX means that companies in the same sector can be perceived in completely different ways, even with the same offer. The factors that shape the experience are many and include every detail, from the quality of the website to the speed of response of customer service, from the ease of a return to the effectiveness of post-sales communications.

In this sense, it differs from simple customer satisfaction, because it is not only linked to meeting minimum expectations, but to the brand’s ability to exceed them and build a relationship of trust with the consumer along the different stages of the marketing funnel, reducing obstacles along the path from awareness to purchase.

What are the differences between customer experience and customer service

There is often a tendency to confuse customer experience and customer service, but the two concepts cover different areas. CX includes every phase of the interaction between customer and brand, from the discovery of the product to the post-sale phase, while customer service is a specific element of this process, focused on the management of assistance requests and problem solving.

A customer can perceive an excellent customer experience even without ever having needed to contact customer service. For example, a well-structured e-commerce site, with an intuitive interface and a smooth purchasing process, can guarantee an excellent user experience without requiring any direct intervention from an operator. On the contrary, excellent customer service can improve the overall perception of the brand, but on its own it is not enough to guarantee a positive experience if other touchpoints present critical issues.

A key aspect that distinguishes the two concepts is the proactive nature of CX compared to the reactive nature of customer service. The overall experience is designed to anticipate needs and offer smooth interactions, while customer service intervenes when doubts or problems arise. In a well-optimized system, customer service should represent a residual support option, rather than a tool for constant management of difficulties.

For a company, working on CX means minimizing points of friction, ensuring a pleasant experience on every channel. Efficient customer service remains a key factor in reducing dissatisfaction in case of problems, but it is only part of a larger ecosystem in which every detail affects the overall perception of the brand.

What is the difference between Customer Experience and User Experience?

Still on the subject of concepts that can be confused and that it is better to understand separately, let’s talk about Customer Experience and User Experience (UX), which refer to different aspects of the interaction between a user and a brand.

Customer Experience concerns the entire journey of the customer with a company, including all touchpoints, from initial interaction to post-purchase. It includes the overall perception of the brand, the quality of customer service, the consistency of the experience across different channels and the perceived value over time.

User Experience, on the other hand, focuses on the experience of using a specific product or service. It refers to the user interface, the ease of navigation on a website, the usability of an application or the fluidity of interaction with a digital platform. The goal of UX is to make the use of a product as intuitive, simple and enjoyable as possible.

In short:

• CX is a broader concept that includes all aspects of interaction with the brand, while UX focuses on specific elements of interaction with a digital product.
• CX includes UX and goes further, also including factors such as customer service, marketing and overall brand perception.
• UX is related to functionality and usability, while CX also includes emotional and relational aspects of the customer experience.

A practical example of this distinction: a well-designed e-commerce site, with intuitive navigation and a fast checkout, offers a good UX. However, if delivery times are long, customer service is inefficient and the post-purchase experience is disappointing, the overall CX will be compromised.

CX in digital and traditional retail

The customer experience takes on different characteristics depending on the context in which it develops. In the digital world, CX is influenced by elements such as the speed of the site, the clarity of the purchasing processes and the effectiveness of automatic support tools. A well-designed e-commerce site, with personalized suggestions and an intuitive interface, facilitates conversion and reduces the abandonment of the shopping cart. Logistics and returns management are also critical factors: predictable delivery times and simple return policies improve customer confidence.

In traditional retail, on the other hand, the direct interaction between the consumer and the physical space of the shop comes into play. The welcome from the staff, the layout of the shelves and the general atmosphere all contribute to forming the overall impression of the brand. Customers appreciate fast service that is oriented towards their needs, the possibility to try products before buying them and details that make the in-store experience more comfortable.

In recent years, many companies have integrated the digital experience with the physical one, developing omnichannel strategies, and the integration between the various touchpoints has become essential to guarantee a coherent and personalized customer experience. Systems such as click-and-collect, which allows customers to purchase online and pick up in-store, or virtual assistance tools connected to points of sale, enable a seamless experience. Augmented reality technologies, used to virtually try on a product before purchasing it, are another example of how the boundaries between digital and retail are becoming increasingly fluid.

Why the customer experience is important

Today, customer expectations are constantly evolving and the quality of the experience offered has a direct impact on business results: an effective CX not only promotes loyalty and increases conversions, but also reduces the abandonment rate and improves customer retention and brand loyalty, consolidating the customer’s value over time.

Several studies demonstrate the concrete effect of a well-managed customer experience. According to a PwC report, 73% of consumers consider the quality of the shopping experience to be decisive, to the point of preferring it to the price when making a decision. At the same time, Zendesk highlights that over 50% of users immediately change brands after just one negative experience.

Companies that place CX at the center of their strategies obtain better economic performance, greater notoriety and a sustainable competitive advantage. In an increasingly saturated market, where the differences between products and services are often minimal, creating a positive experience becomes a distinctive element that can decisively influence consumer choices.

To quote other relevant data, the Global Customer Experience Benchmarking Report (GCXBR) by NTT reports that 90% of organizations recognize that offering an excellent CX has a direct impact on profit, with companies reporting an average increase of 20% in annual revenues.

This transformation has already led many companies to radically rethink their value proposition, adopting a customer-centric approach. This process begins by listening to the Voice of Customer (VoC), i.e. the opinions, expectations and desires expressed by customers, and translates into a reorganization of business strategies to satisfy a set of needs that go beyond the single purchase.

Impact on business and customer loyalty

An effective strategy doesn’t just respond to consumer needs, but tries to anticipate and exceed them: this translates into measurable results, including increased loyalty, a greater propensity to make repeat purchases and a reduction in the churn rate. When a company manages to create a fluid and satisfying interaction, consumers develop an emotional bond with the brand, which leads them to prefer it over time to the competition.

The numbers confirm this trend. According to Zendesk’s Customer Experience Trends Report, companies with a high quality of CX achieve up to 60% more recurring sales than those that offer a lower quality experience. The Net Promoter Score (NPS), a key indicator that measures the likelihood of a customer recommending a company, also grows significantly when the customer experience is well managed.

Satisfaction with the shopping experience also affects customers’ average spending. McKinsey found that customers loyal to a brand spend up to 140% more than new buyers, increasing CLV (Customer Lifetime Value).

On the contrary, negative experiences have immediate and concrete effects on the business: for example, it has been estimated that recovering a lost customer costs up to five times more than keeping an existing one.

Competitive differentiation in saturated markets

All this is even more important in sectors where products and prices are similar among competitors, and where the real discriminating factor in the consumer’s choice is the quality of the experience offered. Today, people no longer just buy a product, but the overall value of their interaction with the brand, which includes aspects such as ease of purchase, personalization of offers, quality of assistance and the sense of belonging that the brand manages to convey.

According to research by Gartner, 80% of companies consider customer experience to be the main area of competition in their sector, even more important than price or product quality. This indicates that companies capable of offering memorable experiences attract new customers and retain them in a way that goes beyond traditional marketing levers. To maintain a competitive advantage in saturated markets, companies must analyze their competitors and also be able to exploit the SWOT analysis, which allows them to identify opportunities and threats in the market context and design an effective differentiating strategy.

Concrete examples demonstrate how CX has become a key competitive advantage. In addition to the quality of its devices, Apple has built its success on the overall brand experience, which includes intuitive product design, personalized assistance in Apple Stores and the fluidity of the software ecosystem. Similarly, Amazon transformed e-commerce by focusing on a frictionless shopping experience, with instant payment processes, fast deliveries and highly efficient customer service.

Differentiation based on CX allows companies to achieve a stronger value position in the market. When customers associate a brand with a smooth, pleasant and reliable experience, they are more willing to pay more for that service, increasing the profit margin for the company.

Effect on brand reputation and word of mouth

In addition to directly influencing sales and customer loyalty, the customer experience has a significant impact on brand reputation. Today, as customers, we have immediate tools to share our opinions through reviews, social media and industry forums. A positive experience can generate spontaneous and free promotion, while a negative interaction can spread quickly, damaging the company’s image.

According to BrightLocal, 91% of people consult online reviews before making a purchase, and a negative review can discourage potential customers even before they decide to interact with the brand. A single mistake in customer relationship management can be costly: research conducted by PwC shows that 32% of consumers abandon a company after a single negative experience, regardless of the quality of the product or service offered.

Communication on social media further amplifies these effects. Companies that manage to build a solid bond with their community benefit from positive word of mouth, which helps them consolidate their authority on the market. On the contrary, an unsatisfied customer can easily turn into a detractor, spreading negative opinions that can damage the trust of other consumers.

Brands such as Netflix and Starbucks have focused heavily on building a solid relationship with their audience. Netflix uses advanced technologies to customize the content offer based on user preferences, improving the perception of the service. Starbucks, on the other hand, has transformed the simple purchase of a coffee into a distinctive experience, based on the quality of service in its physical stores and an intuitive app that facilitates orders and loyalty promotions.

Protecting and strengthening a company’s reputation therefore requires constant attention to CX. Listening to feedback from customers, responding promptly to criticism and complaints and ensuring consistency in the user experience are all strategies that allow companies to maintain a solid and reliable image over time.

Who deals with customer experience

Given its complexity, managing the customer experience cannot and is not the task of a single department, but the result of transversal coordination between different company functions. Every interaction with the brand contributes to shaping the customer’s perception, from brand discovery to post-purchase, and it is therefore essential that marketing, sales, customer support and product development work in synergy.

Whereas in the past CX was seen as a secondary element, today it is a strategic asset that requires clear leadership and structured management. Companies have started to create specific roles, entrusting the supervision of the entire process to figures such as the Customer Experience Manager and the Customer Success Manager, who work in close collaboration with UX, marketing and customer service specialists.

Effective coordination ensures a smooth and consistent experience, anticipating consumer needs and maintaining a high level of satisfaction throughout the customer journey.

The professionals involved

The quality of the customer experience depends on the integration of multiple skills within the company and the alignment of all these functions. If the teams work in a disconnected way, the customer will perceive a fragmented and incoherent experience. For this reason, many companies adopt a structured and centralized Customer Experience Management (CXM) model: some figures work on the front line, interacting directly with customers, while others deal with experience design and strategic touchpoint management.

• Customer Experience Manager (CEM)

This person is responsible for monitoring and optimizing the user experience on all channels. They coordinate the various teams involved in CX, analyze customer data, collect feedback and propose strategies to improve interaction with the brand. Their goal is to ensure a unified vision of the customer experience and to intervene promptly in case of critical issues.

• UX Designer

The role of the User Experience Designer is crucial in the digital context: they design intuitive interfaces, improve navigation on websites or apps and optimize the usability of digital touchpoints. A poor user experience can compromise the entire customer journey, so the work of designers is essential to offer smooth and frictionless interactions.

• Customer Success Manager (CSM)

Unlike Customer Service, which intervenes in response to specific problems, the Customer Success Manager works proactively to ensure that customers get the most value from the products or services they purchase. This role is particularly important in subscription-based models, such as SaaS, where customer loyalty plays a key role in business growth.

• Marketing and communication

The marketing team has a direct impact on CX, as it handles the initial interactions with the brand. From creating personalized campaigns to managing social media communities, every marketing action contributes to shaping customer expectations and determining their purchasing decisions.

• Sales and Customer Support

The sales and customer support departments are fundamental points of contact between the brand and the consumer. An effective sales team doesn’t just sell a product, but builds relationships, listens to needs and proposes personalized solutions. In the same way, a fast and competent customer service has a significant influence on the perception of the brand, transforming even a problem into a positive experience.

• Product development and IT

A well-designed product is the basis of an excellent customer experience. The development team works to improve functionality, solve technical problems and implement new technologies that enrich the customer experience. Collaboration between development and UX is essential to ensure an intuitive and user-friendly product.

What is Customer Experience Management (CXM)

As we were saying, a strategic approach has now been adopted that allows companies to constantly monitor, measure and optimize the customer experience on all channels: Customer Experience Management. Unlike simple customer service management, CXM focuses on the entire customer life cycle, with the aim of creating fluid and coherent interactions.

An effective CXM system is based on three fundamental pillars:

• Data collection and analysis – The first step is to understand how customers interact with the brand, what their points of frustration are and where the main critical issues occur. Tools such as surveys, online reviews and user behavior analysis help to collect this information.
• Personalization and automation – Advanced CXM uses technology to personalize interactions. Through artificial intelligence and behavioral segmentation, companies can send targeted communications and provide more effective support, improving customer engagement.
• Continuous optimization – The customer experience is not static, but must be continuously adapted based on feedback and market changes. A good CXM involves regular tests, updates to processes and the implementation of new technological solutions to improve the overall experience.

Companies that invest in CXM don’t just solve problems when they arise, but work in a proactive way, anticipating customer needs and reducing possible friction in the purchasing process.

A concrete example of Customer Experience Management is CRM (Customer Relationship Management) systems, which allow you to track all customer interactions with the company, centralizing data to improve service personalization.

The advantages of a well-managed customer experience strategy

A well-designed customer experience is a factor that directly influences business metrics: in short, companies that invest in CX record higher rates of engagement, more loyal customers and a significant reduction in abandonment, with tangible impacts on turnover.

Several studies show that customer experience is now a key element for competitiveness. McKinsey has found that optimizing CX can lead to an increase in revenue of up to 15% and a reduction in the cost of customer service of 20%, while other studies indicate that 86% of consumers are willing to pay more for a better experience, demonstrating how the quality of interaction can become a driver of economic value.

These results are particularly evident in companies that adopt a structured approach, analyzing each touchpoint and proactively intervening to improve the relationship with the customer.

Increased engagement and loyalty

An immersive experience generates a stronger bond between the customer and the company, increasing engagement and the rate of customer loyalty. The more a consumer perceives consistency, quality and consideration during interactions with the brand, the more likely they are to choose it on a recurring basis.

A key aspect of CX is the personalization of interactions: users expect offers, communications and services tailored to their preferences and purchase history. According to Salesforce, 66% of customers expect companies to understand their individual needs and preferences, and 80% are more likely to make purchases from brands that offer personalized experiences.

Concrete examples demonstrate the advantages of a targeted CX strategy. Starbucks, through its digital loyalty program integrated with its mobile app, has increased its customer retention rate and average receipt value by 20%. Companies like Amazon also use engagement-based strategies, offering personalized purchase recommendations that encourage return visits to the platform.

Improving CX therefore doesn’t just mean satisfying a momentary need, but building a relationship that is consolidated over time. If a customer feels involved and appreciated, they will be less inclined to consider alternatives and more likely to become a promoter of the brand, helping to increase the perceived value of the company.

Increase in conversions and reduction in abandonment

The impact on conversions is particularly evident in the e-commerce sector and in digital services, where every obstacle encountered in the purchasing process can result in a loss of earnings for the company. Complex purchasing processes, unintuitive checkout pages or long waits in customer service are among the main causes of abandonment.

According to the Baymard Institute, 69% of shopping carts are abandoned before completing a purchase and one of the main causes is a frustrating user experience. A clear design, a simplified purchasing process and instant assistance can reduce this phenomenon and have a direct impact on the conversion rate, reducing the chances of a purchase not being finalized. Targeted remarketing strategies can also help recover abandoned carts, encouraging the completion of the transaction.

Numerous companies have seen an increase in conversion rate by optimizing the customer experience. Zappos, known for its fast and personalized customer service, has increased satisfaction and reduced the rate of returns thanks to its ultra-flexible assistance policy. Even in digital marketing for hospitality, services such as Airbnb have improved their booking rate by investing in intuitive UX and low-friction support services.

A decisive element in reducing abandonment is proactive management of CX: providing answers to customers’ doubts in advance, optimizing support and personalizing offers encourages users to complete their journey.

Improving conversion is equivalent to reducing the obstacles and friction that can interrupt the customer experience, allowing companies to maximize the value of each interaction.

Effects on Customer Lifetime Value

An effective customer experience has a direct impact on CLV because it encourages repeat purchases and creates a lasting relationship between company and consumer.

Loyal customers not only continue to buy from the same brand, but over time they have a higher economic value than new buyers. According to McKinsey, satisfied customers are up to 90% more likely to make a repeat purchase than those who have had negative experiences.

An example of an effective strategy for increasing CLV is Netflix, which invests in personalization and constant optimization of the user experience to keep subscribers for longer. The platform offers content tailored to viewing behavior, reducing the user cancellation rate.

Airlines and hotel chains also use CX-oriented loyalty programs to increase the value of the customer over time. Delta Airlines has seen an increase in CLV thanks to the introduction of exclusive benefits for frequent flyers, offering premium experiences to the most loyal customers.

A well-managed customer experience not only creates a greater number of positive interactions with the brand, but also makes the customer more inclined to stay and generate further value. This effect is amplified through word of mouth and the involvement of the community, creating a sustainable growth model based on long-term satisfaction.

The fundamental principles of customer experience

An effective customer experience is based on a number of fundamental principles that allow companies to offer smooth, engaging and unhindered interactions. The quality of the product or service is no longer enough to guarantee customer loyalty: what makes the difference is how well and how much the brand is able to understand and respond to their needs.

Three aspects are particularly crucial in improving the perception of the experience: the personalization of interactions, the consistency between the different touchpoints and the simplicity of the processes. If well developed, these elements not only increase the level of customer satisfaction, but also encourage return and positive word of mouth, creating a lasting competitive advantage.

Companies that adopt a structured approach to these principles achieve greater engagement and conversion, as well as a significant reduction in abandonment. The ultimate goal is to guarantee each customer a barrier-free journey, with consistent interactions personalized according to their behavior and preferences.

Personalization of interactions

Personalization is one of the fundamental pillars: as we have said, today’s customers expect tailor-made experiences that take into account their preferences and purchasing behavior. A brand that manages to anticipate the needs of the consumer and offer content, offers or solutions in line with their needs creates a stronger bond, increasing engagement and loyalty over time.

According to research, 76% of consumers feel frustrated when they receive generic offers or communications, while 80% are more likely to buy from brands that personalize their experience, and therefore customer segmentation based on data is essential to increase the perceived value of the interaction.

Companies can implement personalization using different tools and methods. Machine learning and generative artificial intelligence systems, for example, allow them to analyze a customer’s past behavior and predict their propensity to buy certain products. Some e-commerce sites, such as Amazon and Zalando, suggest items based on browsing history, increasing the likelihood of conversion.

The customer service sector has also adopted strategies based on personalization. Advanced customer support uses data to offer targeted solutions, avoiding the need for the user to repeat information already provided. Netflix applies this principle in the entertainment sector, offering content based on the user’s interests and viewing history, improving engagement and retention.

Using data in an ethical and transparent way is a crucial aspect of personalization. An invasive exploitation of information can lead to the opposite effect, arousing mistrust rather than trust. For this reason, companies must find a balance between offering real benefits and respecting user privacy, adopting clear data governance practices that comply with regulations.

Consistency and omnichannel

In recent years, the model of interaction with brands has become increasingly fragmented and distributed across different channels: a customer may start an interaction through an advertisement, continue it by visiting the website, contact customer service via chat and complete the purchase in a physical store. If the experience on each channel is inconsistent and disconnected, the overall perception of the brand suffers.

Omnichannel is the ability to synchronize and integrate all touchpoints into a single fluid and coherent ecosystem. It’s not just about being present on multiple platforms, but about ensuring that each interaction is connected and continues without interruption, regardless of the point of contact the user chooses. Deloitte found that companies with omnichannel strategies see a 91% increase in loyalty compared to companies that operate in a disconnected manner.

One of the most well-known examples of effective omnichannel marketing is Zara, which has integrated the online experience with the in-store one, allowing customers to check the availability of products in physical stores in real time and to place orders directly from the point of sale via an app. Starbucks has implemented a similar system, allowing customers to order via the app and pick up their drink without having to wait in line, ensuring a seamless experience between digital and physical.

Omnichannel also applies to customer service. Brands such as Apple and Sephora have made it possible to interrupt and resume a conversation with support on different channels without losing the thread, to avoid the frustration of the customer having to repeat the same information each time, making the interaction more natural and effective.

For brands that want to implement an effective omnichannel strategy, it is essential to:

• Centralize customer information in a single system accessible to all teams.
• Ensure consistency of messages and offers across all channels, avoiding variations in prices or promotions between online and offline.
• Facilitate continuity of experience, allowing customers to move between platforms without losing data or progress.

A consistent, omnichannel customer experience reduces the abandonment rate, increases brand trust and improves the perception of company reliability.

Speed and simplicity

Yet engaging and personalized experiences may not be enough, because customers also “demand” that every interaction be quick, intuitive and unhindered. Long waiting times, complex purchasing processes and unclear paths reduce satisfaction and increase the likelihood that a customer will abandon the brand.

According to research by HubSpot, 90% of customers consider an immediate response from a company to be an essential factor in choosing a brand. If the purchase or support request becomes a slow or cumbersome process, the consumer quickly looks for more efficient alternatives.

Companies that have invested in speed and intuitiveness have obtained concrete results. Amazon has optimized the checkout process with the “Buy Now” option, drastically reducing the number of steps to complete an order, improving conversion and reducing cart abandonment. McDonald’s has introduced a self-service digital ordering system in its restaurants, allowing customers to receive their order more quickly and without errors.

Speed is also crucial in customer service. Advanced chatbots and real-time assistance allow support requests to be resolved without forcing customers to wait hours for a response. WhatsApp Business and live chats integrated into company websites drastically reduce request handling times, increasing user satisfaction.

Simplifying processes means removing any unnecessary barriers in the customer journey, eliminating superfluous steps between the purchase decision and the completion of the interaction. This not only improves operational efficiency, but transforms the overall experience into something more natural and immediate.

Customer experience models and theories

The idea of customer experience as an autonomous discipline originated in the early 2000s, when the concept of customer experience began to be considered a strategic asset for companies. However, the roots of this theory go back many decades, when the first forms of experiential marketing began to take hold.

The term was formalized by Meyer and Schwager in 2007, and is described as the subjective perception that a customer develops over time through interactions with a brand. The change compared to traditional marketing strategies was clear: while in the past the focus was only on product and price, CX introduced a new perspective, emphasizing that emotions and perceived value are decisive for the loyalty and success of a company.

As the concept has become more established, various theoretical models have been developed to categorize and measure the customer experience, giving rise to the formulas, rules and hierarchical structures that are used today to interpret and optimize the relationship between brands and consumers.

When examining the main CX frameworks, a common thread emerges: all theories share the idea that customer experience is made up of several elements, each of which influences the overall perception. Some models, such as Manning and Bodine’s Pyramid, analyze emotions and perceived value, while others, such as the 4 Cs of CX, focus on practical and functional factors. KPMG’s 6-pillar model, on the other hand, combines psychological and operational aspects, providing a more comprehensive approach to experience management.

This variety of frameworks highlights a central point: customer experience is not a static concept, but a constantly evolving system that combines emotional, rational and operational elements to build an effective interaction between brands and customers.

The Manning and Bodine Pyramid model

One of the most widely used frameworks to describe the structure of the customer experience is the Manning and Bodine Pyramid, proposed in 2012, which helps companies map the customer experience, allowing them to identify critical issues and progressively improve each level.

According to this model, the customer experience can be divided into three hierarchical levels, which represent the different needs of the consumer during interaction with a brand.

1. Functional level – The first level of the pyramid concerns the brand’s ability to respond to the customer’s primary needs. This is the most basic aspect of CX: the product or service offered must meet the user’s minimum expectations and satisfy a real need. For example, an e-commerce site must guarantee that the order is processed correctly and that the product conforms to the description. Without a solid foundation, any advanced customer experience strategy would be ineffective.
2. Level of accessibility – The second step of the pyramid refers to the ease of interaction between customer and brand. It is not enough for a product to be good, it must also be easy to buy, use and understand. In the digital world, this means offering an intuitive website, simplified payment processes and immediate customer support. In physical stores, on the other hand, this level concerns the organization of spaces, the clarity of information and the availability of support staff.
3. Emotional level – The last and highest level of the pyramid is represented by the emotions and involvement of the customer in the relationship with the brand. This is achieved through memorable experiences, personalization and a sense of belonging. Successful brands, such as Disney or Apple, work on this very aspect, creating a strong emotional impact that transforms consumers into true brand ambassadors.

The 4 Cs of customer experience

In addition to the traditional 4 Ps of marketing (Product, Price, Place, Promotion), a new model based on the 4 Cs has been developed in the context of customer experience, which focuses more on customer needs and perceptions.

1. Consumer – The customer, not the product, must be at the center of CX. This means that companies must start from the real needs of consumers to design valuable experiences. The study of purchasing habits, expectations and emotions associated with interaction with the brand is essential to create an effective path.
2. Cost (perceived cost) – Price is no longer the only determining factor in the purchasing decision. Today’s customers consider other factors, such as the time taken to finalize a purchase, the simplicity of the transaction and the level of trust in the brand. A frustrating experience, with complicated payment processes or unexpected extra costs, can completely nullify the effectiveness of a commercial strategy.
3. Convenience – The customer experience must be smooth and unhindered. Long waiting times, inefficient customer service and complex purchasing processes lower the perceived value of the brand. Companies must guarantee frictionless interaction across all channels, ensuring that the customer can complete their journey in the simplest way possible.
4. Communication (Effective communication) – The dialogue between brand and consumer must be clear, personalized and consistent across all touchpoints. A brand that communicates in a disorganized way generates confusion and loss of customer trust. From advertising to customer service responses, every message must be aligned to deliver a consistent experience.

The 6 pillars of customer experience

The KPMG model identifies six key dimensions that determine the quality of the customer experience, or six pillars that represent the most important levers for building an effective and sustainable customer-centric interaction, because they help companies work on a balance between emotions, trust and simplicity of interaction.

1. Personalization – A tailored experience increases engagement and strengthens the relationship with the brand. Using data and AI tools to anticipate customer preferences is now an essential strategy for many companies.
2. Integrity – Trust is a crucial aspect of CX. Consumers choose brands that demonstrate transparency, reliability and respect for their commitments.
3. Resolution – When problems arise, how they are handled has a huge impact on brand perception. Solving problems quickly and efficiently improves customer loyalty.
4. Expectations – Brands must ensure that the promises made to customers are realistic and are kept at every stage of the interaction. Failing to meet expectations can seriously undermine a company’s reputation.
5. Time and effort – Making the experience as simple as possible reduces the effort required of the customer. Logistics, customer service and the purchasing process must be optimized to minimize unnecessary complications.
6. Empathy – Understanding and anticipating consumer needs creates an emotional connection with the brand, improving loyalty.

How to measure customer experience

Another fundamental element for an effective customer experience strategy is data: measuring CX can’t be based solely on intuition or generic feedback, but requires objective tools that allow companies to evaluate the level of customer satisfaction, identify critical points in the user journey and implement targeted improvements.

To get a clear picture of the interactions between brands and consumers, we can use specific key performance indicators (KPIs) that provide quantitative data on experience, loyalty and perception of the service. Companies that adopt constant monitoring can not only prevent potential problems, but also optimize marketing, assistance and sales strategies based on the concrete data collected.

The use of advanced customer analytics tools, combined with a careful evaluation of customer feedback, allows you to transform the user experience into a competitive advantage.

Key indicators and main KPIs

To understand how customers perceive the brand, we can use standardized metrics that provide precise indications on the level of satisfaction, degree of loyalty and ease of interaction with the company. In particular, among the main KPIs of the customer experience we find NPS, CSAT and CES, through which we can obtain a clear vision of the customer experience, identifying both the areas in which customers feel most involved, and the critical points that can cause frustration or abandonment.

• Net Promoter Score (NPS)

This indicator measures the likelihood that a customer will recommend a company to others. It is based on a simple question: “On a scale of 0 to 10, how likely are you to recommend our brand to a friend or colleague?” Respondents are divided into three categories: promoters (9-10), passives (7-8) and detractors (0-6). The final score is obtained by subtracting the percentage of detractors from that of promoters.

The NPS is particularly useful because it doesn’t just evaluate a single interaction, but offers an overall view of the perception of the brand, highlighting general trends in customer satisfaction and loyalty. Companies like Apple and Amazon regularly use this parameter to refine their strategies and optimize user engagement.

• Customer Satisfaction Score (CSAT)

While NPS focuses on long-term loyalty, CSAT measures immediate satisfaction with a specific interaction with the brand, such as a purchase, contact with customer service or use of a service. Customers are asked to answer a question such as: “How satisfied are you with your experience?”, with answers on a scale of 1 to 5 or 1 to 7.

The higher the average score, the higher the level of satisfaction. CSAT is useful for understanding in real time any problems or critical issues within the customer journey, allowing timely interventions in areas for improvement.

• Customer Effort Score (CES)

The customer experience doesn’t just depend on satisfaction, but also on the degree of ease with which customers can complete an interaction. The CES measures the effort required to obtain a specific result, such as completing a purchase, resolving a problem with customer service or finding information on the website.

This KPI is based on a question such as: “How easy was it to resolve your request?” , with a scale from “very easy” to “very difficult”. Studies have shown that a low CES (i.e. an interaction that is not very tiring) is strongly correlated with customer loyalty, as reducing the complexity of the experience improves brand perception.

Tools and software for monitoring

Thanks to the evolution of customer analytics technologies, there are numerous tools available that allow you to collect, analyze and interpret data relating to the customer experience. This software helps companies monitor KPIs in real time, generating useful insights to improve customer service, personalize interactions and optimize the purchasing process. The choice of tool depends on the size of the business, the type of interaction with customers and the specific objectives of the strategy; however, the common element among all these solutions is their ability to transform data into concrete insights to improve the relationship between brand and consumer.

• Zendesk

One of the most popular tools for managing customer experience is Zendesk, which offers advanced features for measuring customer satisfaction, automating support flows and analyzing conversations with users. Thanks to the use of chatbots based on artificial intelligence, it reduces waiting times and facilitates the resolution of requests, improving the Customer Effort Score. The software also allows you to compile customized reports on customer experience KPIs, providing detailed data on NPS, CSAT and CES. Companies that adopt Zendesk achieve faster response times, significantly increasing customer satisfaction.

• Qualtrics

This tool stands out for its ability to conduct in-depth customer experience analysis through automated surveys, sentiment analysis and predictive models based on machine learning. Qualtrics collects feedback continuously, allowing you to identify areas for improvement in a timely manner and anticipate customer needs. Another key feature is Voice of Customer (VoC), which analyzes text feedback, reviews and social media interactions to fully understand public opinion. Many brands use Qualtrics to assess the degree of engagement and refine the customer experience through targeted actions.

• Medallia

Medallia is a platform specialized in analyzing customer experience on a global scale. The software collects data from different channels, including email, chat, social media and telephone interactions, offering an integrated view of the experiences of customers. One of its distinctive features is real-time analytics, which allows you to intervene immediately when peaks of dissatisfaction in the service are detected. Furthermore, the use of artificial intelligence allows for the identification of recurring patterns and the proposal of corrective actions, improving long-term customer loyalty.

In addition to these tools, many companies integrate CRM systems, sentiment analysis applications and customer journey mapping platforms to further optimize the user experience.

Strategies and techniques to improve the customer experience

Implementing effective strategies to improve the customer experience means intervening on both the technological and organizational aspects, working on personalization, user interface optimization, automation and the construction of a customer-centric corporate culture.

From a practical point of view, content marketing plays a decisive role in improving the user experience, providing relevant and valuable content throughout the customer journey, and creating conversational marketing strategies allows you to build more engaging relationships and increase engagement without being invasive.

The success of leading companies in the CX sector demonstrates how attention to detail and management of customer interaction has a concrete impact on customer loyalty and conversions. Amazon, Netflix and Disney are emblematic examples of brands that have redefined the customer experience by focusing on these levers. Below, we analyze the main strategies to be used by combining technology, data and a customer-oriented approach.

Creating a personalized experience

As we said, one of the most important aspects is the ability to offer customized interactions, adapted to the user’s preferences and behavior. Customers increasingly expect brands to understand their needs in advance and for shopping experiences to be modeled around their habits.

Personalization is mainly based on the analysis of data. Advanced customer data analysis systems allow us to collect information on behavior, preferences and consumer habits, and then use it to create more relevant experiences. Amazon, for example, uses a predictive algorithm that suggests products based on purchase history, improving engagement and the likelihood of conversion.

To ensure effective personalization, it is essential to adopt an omnichannel approach, working proactively to strengthen brand identity and brand awareness to ensure that the perception of the brand is uniform and recognizable, creating a stronger bond with the public.

A customer who discovers a product on the website, adds it to their mobile shopping cart and then completes the purchase in-store expects the experience to be perfectly integrated. Advanced CRM systems and customer journey mapping platforms ensure a smooth transition between all channels, avoiding interruptions or inconsistencies that could frustrate the consumer.

Personalizing the experience doesn’t just mean offering customized products, but also adapting communication: emails, push notifications and personalized messages can improve the opening and conversion rate, strengthening the bond between customer and brand.

However, it is essential that data is used responsibly. Personalization must not be invasive or excessive, so as not to compromise customer trust. Maintaining transparency about how data is used and offering the possibility to manage preferences independently are good practices to make personalization an added value and not a limit to trust in the brand.

Enhancing UX and the digital interface

The success of the strategy also depends on the way in which the user interacts with digital platforms such as websites, apps and chatbots. A smooth, intuitive and unhindered browsing experience improves customer satisfaction and increases the conversion rate, also reducing the risk of abandonment.

According to the Baymard Institute, 69% of shopping carts on e-commerce sites are abandoned before the purchase is completed, often due to problems related to UX, such as complex checkout processes, unintuitive interfaces or excessively long loading times. A well-designed user experience reduces these problems, facilitating the customer’s interaction with the brand.

Interface optimization involves several aspects:

• Speed and performance: a slow site or an unresponsive app will quickly cause the user to abandon the session. Reducing loading times is essential to keep the user’s attention.
• Intuitive navigation: a clear and linear structure, with well-defined interaction paths, makes the experience more enjoyable and improves the time spent on digital platforms.

Another key element is the integration of chatbots and live chat. Real-time virtual assistance reinforces the feeling of immediate support, reduces user frustration and makes request management more efficient, optimizing the overall customer experience.

The enhancement doesn’t only concern digital platforms, but also the interactions between online and offline, guaranteeing a fluid experience for the customer and minimizing friction along the purchasing path.

Automation and artificial intelligence in CX

The adoption of tools based on artificial intelligence and automation has also transformed the management of customer experience, improving service responsiveness, reducing waiting times and offering more personalized experiences.

One of the areas of greatest development is the introduction of chatbots and virtual assistants, which allow for real-time responses to user requests. Advanced platforms such as Zendesk AI and Google Dialogflow make the integration of solutions based on natural language processing increasingly sophisticated, allowing customers to solve problems or obtain information without having to wait for the intervention of a human operator.

Artificial intelligence is also used for predictive personalization: recommendation AI systems, such as those implemented by Amazon or Netflix, analyze user behavior to suggest content or products that may be of interest, increasing engagement and time spent on the platform.

AI also plays an important role in optimizing customer support requests. Many brands use machine learning algorithms to route customer questions to the most appropriate operator, improving operational efficiency and reducing response times.

Customer centricity as a business philosophy

Optimized technology and processes are not enough if the entire company structure is not customer-oriented: a customer-centric approach is needed, putting the consumer at the center of the strategy, guaranteeing a consistent and positive experience at all organizational levels.

To build a culture truly based on customer experience it is necessary to adopt a global vision that involves not only the assistance or marketing departments, but the entire organization. Every touchpoint with the customer must be considered an opportunity to strengthen the relationship and improve the perception of the brand. Furthermore, a company is truly customer-centric if it has a thorough understanding of the needs, desires and motivations of its customers, also using tools such as the pyramid of Maslow to understand what the key factors are in purchasing decisions.

A fundamental aspect of customer centricity is the training of personnel: employees who are aware of the importance of CX and trained to effectively manage customer requests contribute to offering a high quality interaction. Brands such as Ritz-Carlton and Zappos have made customer-centric culture a distinctive element, investing in the creation of highly trained teams focused on customer satisfaction.

A customer-centric strategy is not limited to responding to existing needs, but aims to anticipate needs and exceed expectations, transforming customers into spontaneous brand promoters.

Concrete examples of brands with an excellent customer experience

We’ve mentioned them several times, but now it’s time to take a closer look at the companies that have distinguished themselves in customer experience management and built reference models that combine technology, personalization and optimization of touchpoints. Some brands have redefined entire sectors, transforming the way consumers interact with their products and services.

Among the most exemplary cases are Disney, Amazon and Zara, each with a unique approach to CX. Disney offers an immersive experience based on unparalleled emotional engagement; Amazon has revolutionized the concept of shopping, focusing on speed and fluidity; Zara has merged digital and physical retail, integrating advanced technologies to improve the customer journey in stores.

• Disney and the immersive experience

Disney has elevated the customer experience to an unprecedented level, creating immersive and memorable experiences both in its theme parks and in the digital world. The brand’s success is not only based on the quality of its content, but on its ability to build an engaging universe that transports customers into the stories.

One of the key elements of Disney’s CX is the attention to detail in its theme parks. Every attraction, event or interaction with staff is designed to create a continuous narrative, in which visitors are not mere spectators, but an active part of the experience. The Disney MagicBands program, for example, allows guests to access hotels, book attractions and pay for meals with a single device, reducing friction and improving the fluidity of the visit.

Technological innovation is another pillar of Disney’s CX. The company uses artificial intelligence and big data to personalize the visitor experience. Through the Disney Genie+ system, for example, it offers personalized itineraries based on preferences and attraction availability, reducing waiting times and improving visitor flow management.

Customer service is also a key aspect. Disney trains its staff (the Cast Members) to create magical moments , encouraging an empathetic and proactive approach. Each interaction is designed to strengthen the emotional bond between the brand and the customer, promoting brand loyalty.

The Disney experience demonstrates how a carefully designed customer experience can transform a service into an indelible memory, increasing satisfaction and long-term retention.

• Amazon and the simplification of the purchasing process

Amazon is one of the world leaders in providing quality customer experience, having transformed the way consumers shop online. Its strategy is based on a mix of speed, convenience and automation, which minimizes any obstacles in the purchasing process.

One of the distinctive elements of Amazon’s CX is its ultra-fast delivery policy. With the Amazon Prime program, the company guarantees shipments in one day or even in a few hours, eliminating one of the main sticking points in e-commerce: waiting for delivery.

The shopping experience is optimized through an intuitive interface and advanced personalization algorithms: Amazon uses machine learning and data analysis to suggest products based on the user’s purchasing habits, improving the relevance of offers and incentivizing conversions. This predictive capability is also reflected in the automatic reordering system (Amazon Dash) and in Alexa devices, which allow purchases to be made using voice commands.

Amazon’s customer service is also a key element of CX. The platform offers simplified returns, immediate refunds and 24/7 active assistance, guaranteeing a level of support that minimizes customer frustration. This approach has allowed the company to build a high level of trust and loyalty, becoming the most appreciated brand by consumers globally according to several customer satisfaction reports.

Amazon’s strategy shows that an effective CX is not only based on product quality, but on removing any obstacle in the customer’s interaction with the brand, making the purchase as simple and immediate as possible.

• Zara and digitization in physical stores

Zara has redefined the fashion industry, combining the agility of fast fashion with an advanced integration between digital and physical retail; the brand’s strategy is based on an intelligent use of technology to improve the shopping experience in stores, optimizing time and interactions.

One of the most innovative aspects of Zara’s CX is the use of interactive fitting rooms: through mirrors equipped with artificial intelligence, customers can view suggestions for complementary outfits based on the garment they are trying on, enriching the shopping experience without the need to manually search for other items.

The brand has also introduced an autonomous checkout system, which reduces queues at the till. Customers can pay via an RFID system that automatically recognizes the items in their shopping cart, simplifying the process and improving the flow of traffic in the store.

The integration of online and offline is another strength of Zara’s CX.

The click-and-collect service allows customers to purchase online and pick up their orders in-store, minimizing waiting times and ensuring a smooth experience across different channels. In addition, the availability of in-store items is updated in real time on the app, allowing users to check if a product is available before visiting the physical store.

Zara also uses data analysis to predict demand, reducing waste and ensuring the availability of the most sought-after items. Adopting this strategy has enabled the brand to reduce production times to two weeks compared to the industry average, offering customers new collections in record time.

The shopping experience in Zara stores demonstrates how technology can be used not only to improve operational efficiency, but above all to offer a more fluid and engaging path for the customer, reducing friction and increasing overall satisfaction.

Customer Experience: FAQs and main concerns

Customer experience is now a central element in any company’s strategy and the case studies we have just analyzed also confirm that the best experiences are not accidental, but the result of a well-studied strategy, based on innovation, personalization and friction reduction.

Turn data into real actions

With SEOZoom’s features, you can analyze and anticipate customer needs to improve their experience.

Find out more

The difference between a brand that grows and one that struggles to retain its customers is not only in the quality of the product or service offered, but above all in the way the entire interaction process is managed. Investing in the customer experience therefore means improving customer satisfaction, reducing churn and building a solid and lasting bond with your audience.

Companies that understand the importance of CX and implement targeted strategies obtain higher conversion rates, engagement and loyalty. The use of advanced technologies, optimization of the user experience and a customer-centric approach allow for the offering of fluid and engaging experiences at all touchpoints.

To provide further clarification, here is a series of frequently asked questions about the customer experience, with structured answers to explore the concepts in depth.

1. What is the Customer Experience?

The customer experience is the set of perceptions that a customer develops throughout their interaction with a brand, from the first contact to after-sales. It includes emotions, expectations and the quality of the touchpoints used.

2. What is the purpose of customer experience?

A well-designed customer experience improves customer satisfaction, increases loyalty and differentiates the brand from its competitors. It also reduces the churn rate and encourages positive word of mouth.

3. What are the fundamental principles of customer experience?

The key principles of CX include personalization, omnichannel consistency, simplicity and speed of interaction with the brand. The goal is to build fluid and effective paths, reducing friction for the customer.

4. Where does the Customer Experience begin?

The customer experience begins at the first point of contact with the brand, which can be an advertisement, an online review or browsing on the website. Each subsequent interaction helps shape the overall perception.

5. What is the customer experience based on?

It is based on optimizing the customer journey, personalizing interactions and the brand’s ability to anticipate and resolve user needs in a fluid and coherent way.

6. What is the difference between Customer Experience and User Experience?

Customer Experience (CX) concerns the overall interaction of a customer with a brand across all points of contact. User Experience (UX), on the other hand, focuses on the experience of using specific products or services, such as a website or an app. CX is therefore a broader concept, which includes UX as one of its components. UX focuses on usability and accessibility, while CX extends to all aspects of the relationship with the customer.

7. Why has customer experience become so important today?

Increased competition and higher customer expectations have made CX a crucial differentiating factor. Users choose not only based on price, but also based on the quality of the experience offered.

8. What are the key CX statistics?

• 73% of consumers consider CX a determining factor when choosing a brand. (Source: PwC)
• 50% of customers change brands after just one negative experience. (Source: Zendesk)
• 91% of users read online reviews before making a purchase. (Source: BrightLocal)

9. Who deals with the customer experience in a company?

CX management involves several roles, including the Customer Experience Manager, the Customer Success Manager, the marketing, customer service and product development teams.

10. What is the customer experience based on and how can it be improved?

It is based on the ability to comprehend the needs of customers and optimize their interaction path. It can be improved through personalization, intuitive UX, automation and omnichannel strategies.

11. What are the key principles for improving CX?

Improving the customer experience involves working on several aspects of the interaction between company and customer to ensure more fluid and personalized processes. Key principles include:

• Personalization of interactions → Offer experiences tailored to customer behavior and preferences, using data and predictive technologies.
• Omnichannel consistency → Ensure that every touchpoint, whether digital or physical, offers a uniform and seamless experience.
• Ease of use and speed → Eliminate friction in the customer journey by reducing response times and simplifying access to services.
• Active listening and continuous feedback → Integrate tools to collect customer feedback and use this information to constantly improve processes.
• Proactive problem management → Anticipate critical issues and provide solutions before the customer has to complain or request support.

A company that optimizes these areas not only improves the perception of its brand, but also increases loyalty and the propensity to make repeat purchases.

12. How do you measure customer experience?

The most common tools for measuring CX include KPIs such as NPS, CSAT and CES, which assess satisfaction, engagement and ease of interaction.

13. How do you measure the quality of the Customer Experience?

Through feedback surveys, behavioral analysis, online reviews and operational metrics that monitor user behavior throughout the customer journey.

14. What are the key behaviors behind the customer experience?

A brand that guarantees a rapid response to requests, smooth processes, proactive assistance and a personalized experience builds an effective interaction with the customer.

15. What technologies support the customer experience?

AI, advanced CRM, chatbots, digital self-service, predictive analytics and marketing automation systems improve CX management.

16. What tools are most effective for optimizing CX?

Among the most used platforms are Zendesk, Qualtrics and Medallia, as well as CRMs such as Salesforce and HubSpot for managing customer interaction.

17. What are the three levels of the CX pyramid?

According to the Manning and Bodine model, CX is divided into:

• Functionality (meeting basic needs)
• Accessibility (ease of use and interaction)
• Emotion (memorable experience and engagement).

18. What are the 6 pillars of customer experience?

According to the KPMG model, CX is based on six fundamental pillars that define the level of customer satisfaction and loyalty:

1. Personalization → Adapting the experience to the needs of the individual customer creates a stronger emotional bond and increases trust in the brand.
2. Integrity → The transparency and reliability of the company affect the customer’s perception, who evaluates whether a brand is truly trustworthy.
3. Problem solving → Even the best experiences can fail at some point in the customer journey; what makes the difference is the company’s ability to manage and solve problems quickly.
4. Managing expectations → Promises made to consumers must be realistic and always kept to avoid disappointment and frustration.
5. Minimizing time and effort → The simpler and more intuitive the purchase path, the higher the likelihood that the customer will complete the process and return.
6. Empathy → Understanding the customer’s needs and demonstrating attention to their needs leads to a more enjoyable and loyal experience.

Companies that excel in CX manage to balance these six elements and integrate them strategically into all aspects of the customer relationship.

19. How many stages does the customer experience have?

The customer experience develops through different phases, which represent the entire journey of the customer with a brand. Generally, it is divided into five main phases:

1. Awareness → The customer discovers the brand through advertising, social media, word of mouth or other forms of marketing.
2. Consideration and evaluation → The user begins to gather information, compare offers and consider the purchase.
3. Purchase and interaction → The purchasing experience plays a fundamental role, including cost transparency, ease of checkout and availability of assistance.
4. Post-purchase experience → The level of satisfaction depends on the quality of the product/service, the support available and the simplicity of any returns or order changes.
5. Loyalty and advocacy → If the overall experience is positive, the customer continues to interact with the brand and becomes an active promoter through reviews and word of mouth.

Optimizing each phase allows you to build a more effective CX and increase customer value over time.

20. What are the main dimensions of customer experience at an experiential level?

CX is developed around three key dimensions: emotional (how the customer perceives the interaction), functional (how easy and useful it is) and relational (quality of the relationship with the brand).

21. What are the main objectives of those who design the customer experience?

The main objective is to improve the customer-brand relationship, reduce friction in the customer journey and increase conversion and loyalty rates.

22. How can we go beyond the customer experience?

The evolution of CX involves hyper-personalized and dynamic experiences, with advanced use of artificial intelligence and increasingly fluid interactions between the physical and the digital.

23. What are the three trends that are determining the transition to the new form of customer experience?

The evolution of the customer experience is continuous and adapts to technological changes and new consumer habits. Currently, three trends are redefining the concept of CX:

• Automation and artificial intelligence → Advanced chatbots, virtual assistants and predictive AI solutions optimize interactions, reduce response times and offer personalized support 24/7.
• Omnichannel and phygital integration → Customer experiences must be consistent across digital and physical spaces, allowing consumers to move from one channel to another without interruption. More and more companies are adopting solutions such as click-and-collect and integrated app and store support to improve the fluidity of the experience.
• Personalized and proactive experience → Advanced use of data and machine learning makes it possible to predict consumer needs even before they manifest themselves, offering targeted solutions and improving engagement.

These trends show how CX is evolving towards an increasingly intuitive, personalized and integrated experience, responding to the expectations of an increasingly demanding public.

24. What is the context in which customer experiences are developed called?

The concept of customer experience is part of a broader paradigm, often referred to as the “experience economy”. This expression, coined by Pine and Gilmore in 1999, describes an economic model in which the emotional factor and perceived value become decisive in the purchasing process. In the economy of experience, consumers no longer limit themselves to evaluating the product, but prioritize the quality of their interaction with the brand. For this reason, companies such as Disney, Apple and Starbucks have focused not only on their products, but also on creating engaging experiences that build loyalty and differentiate the brand from the competition. The evolution of the concept highlights how experience has become a competitive asset that directly influences customer loyalty and the long-term success of companies.