Customer experience (CX) and customer satisfaction are often mentioned together in the context of customer relations and service, but they represent distinct concepts within a business’s strategy to maintain and enhance its relationship with its customers.
Customer experience refers to the overall perception a customer has of a company, shaped by every interaction they have with the business, from browsing the website to purchasing and using the product or service. It encompasses all the feelings, behaviors, and cognitive responses that are elicited throughout the customer’s journey with the brand.
On the other hand, customer satisfaction is more specific and measures how well a product or service meets or surpasses a customer’s expectations. While customer satisfaction can be seen as a component of the customer experience, it is a distinct measurement that focuses on the customer’s level of contentment with what they have purchased or the service they have received.
The distinction between the two is becoming increasingly important in a competitive business environment, as companies seek to refine their strategies to not only meet customer expectations but to create memorable experiences that foster loyalty and encourage word-of-mouth promotion.
hile customer satisfaction is a snapshot of how happy customers are at a specific point in time with a product or service, customer experience is a broader measure that considers the cumulative impact of all interactions a customer has with a brand over time.