Customer experience (CX) refers to the total perception a customer has of a brand based on their interactions across all touchpoints, from the first point of contact through to purchase and beyond. CX encompasses every aspect of a company’s offering, including the quality of customer service, product performance, website usability, and overall brand environment. A positive customer experience leads to higher customer satisfaction, loyalty, and advocacy, while a negative experience can result in lost customers and damage to the brand’s reputation. Businesses that prioritize and continuously improve CX often see higher customer retention and increased lifetime value.