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This paper explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.


Customer experience (CX) is a term that is open to various definitions but for the purposes of this paper I’ll define it as a customer's perception of their interactions with a company and how it made them feel. In other words, it is the tangible reality of the brand and proposition made to the customer.

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