Defining Customer Experience (CX)

Chapter 2 of the Implementing a Customer Experience (CX) Strategy Best Practice Guide

To keep a competitive edge in the context of constantly shifting consumer behaviour, brands must focus on CX strategy. This chapter defines CX and outlines what great CX looks like.

By Neil Perkin

15 minute read

To keep a competitive edge in the context of constantly shifting consumer behaviour, brands must focus on CX strategy. This chapter defines CX and outlines what great CX looks like. It covers:

Customer centricity: What does it mean to be a customer-centric organisation? How does Amazon bring customer centricity to life?
Great CX: What are the six pillars of great CX, and how can marketers bring them to life in their organisation?
CX strategy: What are the eight critical elements of a CX strategy and implementation?