Ultimate guide to Net Promoter Score


Great CX requires a customer-centric mindset… and a lot of careful work.

This guide is your introduction to the basics: why CX is important, how to improve it through customer feedback and surveys, plus tips from 100+ CX experts and a report with plenty of CX trends and stats—so you have everything you need to start delivering an exceptional experience for your customers.

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What is customer experience?

Customer experience, also known as CX, is your customers’ holistic perception of their experience with your business or brand.

CX is the result of every interaction a customer has with your business, from navigating the website to talking to customer service and receiving the product/service they bought from you. Everything you do impacts your customers’ perception and their decision to keep coming back or not—so a great customer experience is your key to success.

Why is CX important for your business?

Delivering a great customer experience is hugely important for any business. The better experience customers have, the more repeat custom and positive reviews you’ll receive, while simultaneously reducing the friction of customer complaints and returns.

The benefits of delivering a great CX include:

  • increased customer loyalty
  • increased customer satisfaction
  • better word-of-mouth marketing, positive reviews, and recommendations

All business models can benefit from improving the customer experience: subscription businesses can increase retention and reduce churn, ecommerce marketplaces can increase repeat custom and reduce returns, and service industries can gain recommendations and reduce complaints.

In fact, we challenge you to think up a type of business that doesn’t benefit from providing a great customer experience. We believe that putting customers first is always good for business (and we also have the data to prove it in the ‘CX stats and trends’ chapter).

What is the difference between customer experience and customer service?

In short, customer service is just one part of the whole customer experience.

As we mentioned, customer experience is a customer’s overall perception of your company, based on their interactions with it. Comparatively, customer service refers to specific touchpoints within the experience where a customer requests and receives.

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