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The current state of Customer Experience (CX)

Customer experience is a totality of cognitive, affective, sensory, and behavioral consumer responses during all stages of the consumption process including pre-purchase, consumption, and post-purchase stages.[1][2][3] Pine and Gilmore described the experience economy as the next level after commodities, goods, and services with memorable events as the final business product.[4] Four realms of experience include esthetic, escapist, entertainment, and educational components.

Different dimensions of customer experience include senses, emotions, feelings, perceptions, cognitive evaluations, involvement, memories, as well as spiritual components, and behavioral intentions.[The pre-consumption anticipation experience can be described as the amount of pleasure or displeasure received from savoring future events, while the remembered experience is related to a recollection of memories about previous events and experiences of a product or service.


Forbes describes the customer experience as the "cumulative impact of multiple touchpoints" over the course of a customer's interaction with an organization. Some companies are known to segment the customer experience into interactions through the web and social media, while others define human interaction such as over-the-phone customer service or face-to-face retail service as the customer experience.

According to Forrester Research (via Fast Company), the six disciplines for great customer experience are strategy, customer understanding, design, measurement, governance and culture.[12] A company's ability to deliver an experience that sets it apart in the eyes of its customers will increase the amount of consumer spending with the company and inspire loyalty to its brand. According to Jessica Sebor,

"loyalty is now driven primarily by a company's interaction with its customers and how well it delivers on their wants and needs."

Wharton's Professor of Marketing Barbara E. Kahn has established an evolutional approach to customer experience as the third of four stages of any company in terms of its customer centricity maturity.

Give me another heading

Product orientation: Companies just manufacture goods and offer them the best way possible.

Market orientation: Some consideration on customer needs and segmentation arises, developing different marketing mix bundles for each one. Customer experience: Adding to the other two factors some recognition of the importance of providing an emotionally positive experience to customers.

Authenticity: This is the top maturity stage of companies. Products and service emerge from real soul of brand and connect naturally and on long term sustainable basis with clients and other stakeholders. In today’s competitive climate, more than just low prices and innovative products are required to survive in retail business. Customer experience involves every point of contact you have with a customer and the interactions with the products or service of the business. Customer experience has emerged as a vital strategy for all retail businesses that are facing competition.

According to Holbrook & Hirschman studies[15](1982) customer experience can be defined as a whole event that a customer comes into contact with when interacting with a certain business. This experience often affects the emotions of the customer. The whole experience occurs when the interaction takes place through the stimulation of goods and services consumed.

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