Customer Experience (CX), is the term used for the concepts that the customer has about a brand after interacting with it. From the perspective of the company, it is the image that it passes on to its customers throughout the journey: from the first to the last contact, with the sale occurring or not.

Do you know that expression “the first impression is the one that remains”? Even if we don’t need to be immediate, this is something that is present when we talk about the relationship between brand and consumer.

But, the fact is that both very bad and very good experiences are easily pulled by memory, isn’t it?

Many elements count at this point. Details make the difference – and always will. But above all, what counts at this moment is: process.

It necessarily needs to be geared towards optimizing the Customer Experience within your company. At all stages of it.

It is crucial, from product or service development to after sales, to have efforts and resources focused on this mission.

The CX is the one who will guarantee the success or failure of your company with its customers and also with the competition.

In this text, we will talk more about what Customer Experience is. What benefits does this bring to organizations?

And more than that: what are the best practices for this to be something present and natural in your business?

Stay with us.

Good reading!

What is Customer Experience (CX)?

What is Customer Experience (CX): consumer experience

Although there is no defined, clear and widely used concept, the best definition for Customer Experience remains the set of actions that a company takes to impact its customers.

This, of course, in a positive way and throughout the whole journey: from the first to the last contact with the brand.

This concept emerged in the industry, when she realized that the relationship between buying and selling was much more than giving a product and receiving money in return.

Customers notice all the interactions they have with the brand. The first dialogue with him counts and a lot for him to keep evolving through the sales funnel.

This interaction effect between a company and its customers, basically has 3 essential aspects that build this relationship.

  1. The customer journey;
  2. This consumer’s life cycle;
  3. The points and environments of contact with the brand;

Customer Experience takes place during all these actions. Of course, many other elements may be included there.

But, in essence, CX is the customer’s perception of your brand. Your company, in the end, will be what the customer understands it to be.

That is why those 3 aspects that we mentioned a little above are so important.

Customer journey

This is where it all starts. That’s when your business persona discovers the problem and goes after the solutions.

So, at some point, the consumer will come to you full of doubts – and you need to be prepared to generate value for them right now.

That is where the importance of efficient marketing management comes in, which attracts and nurtures the lead. And also, a sales team that knows how to be consultative to guarantee the business.

Consumer life cycle

Customer Experience (CX): consumer experience

Here comes a methodology that involves the relationship with the customer at all levels.

Interaction points

Also known as touchpoints, the interaction points are where the brand and customer maintain an active and useful dialogue for both sides.

Here, we can think of all types of action to attract customers. We can speak of the most traditional:

Even digital marketing actions, present in:

But, don’t just restrict to the virtual environment. The presence and attitude towards the client at events, for example, counts a lot.

Each touchpoint has its peculiarity and can create a positive and special experience, as it can also repel that consumer.

The importance of Customer Experience for companies

Customer Experience (CX): consumer experience

Your company cannot stand out for its price alone. If customers don’t see value in what you sell, then you need to invest in Customer Experience.

Of course, the price helps you stay competitive. However, focusing on customer success at all times is what will make your business stand out.

The importance of CX is even more evident when this entire cycle of the purchase journey is done in a natural way.

With people searching Google for content that answers their questions. Being nurtured with more and more educational content and understanding more about their problems and solutions.

Then, trusting you to contact your sales team. Making the purchase, solving the pains and having an extremely satisfying after-sales experience.

Having processes focused on this helps companies to:

  • Reduce consumer evasion – keeping a current customer is cheaper than getting a new one. And satisfied consumers tend to continue to consume;
  • Reinforce brand authority image – customers value experiences that are personalized. If that happens, you will have loyal consumers who will refer new customers;
  • Have brand evangelizers – this will reduce your sales cycle and also your CAC. The customer will do the role for you to prospect and even qualify a new lead.

However, be clear about one thing: your company is in fact what customers see, comment on and experience.

Even if you think your organization is one thing, if it is not reflected in practice, you will be a long way from reality.

And it can be dangerous for your business.

3 factors to focus and improve the Customer Experience in your business

Customer Experience (CX): consumer experience

By now you should be clear that your customer’s experience is an indispensable competitive differentiator, right?

It is a mandatory requirement for those who want to stand out and really be a reference in the segment and sector.

After all, consumers are increasingly demanding and no longer choose only for price. The service counts and a lot.

Competition grows and forces companies to constantly seek innovation that leads to process improvement.

At this moment, 3 factors are important and contribute for the Customer Experience to be positive in your business.

We can actually call it pillars: effort, emotion and success.

They, together, converge so that you are clear on how to delight the customer at all times of contact with him.

So stay tuned to them as soon as possible!


When talking about Customer Experience, it is necessary to facilitate the way for the customer to get what he needs and in the time he needs.

So, many actions fit at this point. From website optimization, to language and visual elements that neuromarketing helps to apply, through accessible and effective customer service channels.

Your content, likewise, needs to be clear, easily accessible and well categorized.

Anyway, everything that the client can have contact needs to be thought and executed in a clear, simple and didactic way.


Customer Experience (CX): consumer experience

The emotional pillar is important in all interactions made. It is at this point that the customer will create a bond with the company that will bear fruit later on.

Focusing on the customer means making them feel welcomed and promptly meeting their needs.

It is a decisive step towards achieving customer loyalty and, of course, making them an evangelizer of the brand.


Ensuring that the customer is not only able to find what they are looking for but also, after purchase, ensure that the product or service will be used in the best way.

The “success” pillar is a set of actions that lead consumers to understand that what you sell is really what will solve their pain.

Within this mission, you need to have professionals prepared and proactive to conduct the client correctly.

It will seal whether the experience he is having with the company is positive or not. Which, of course, will have an economic impact on your business.

4 tips for applying and improving the consumer experience

Customer Experience (CX): consumer experience

To ensure that your customer really has a positive experience at all times, some actions are necessary.

We have separated 4 tips to improve the Customer Experience in your business so that you start to reap the rewards.

This way, you will have teams that are really willing to give consumers the best that your company has.

And, of course, if that happens, you will be able to sell more and better.

  • Proavtity in customer service;
  • A work environment conducive to innovation and management;
  • Management that seeks excellence in service;
  • Metrics and indicators that show the day to day work;
  • Agility and organization to respond to customers as soon as possible;
  • Empowerment for your teams;
  • Integrate departments that deal directly with consumers;
  • Introduce omnichannel service and have technology in all processes.

These are some actions that you can immediately start. Below, we have separated 4 tips that we will explore further:

1 – Establish a fixed culture in the company

For the consumer experience to be truly and continuously positive, it is important that everyone in the company understands this need.

Of course, you will have structured teams for each area, but you never know when someone needs to serve a customer.

And, therefore, it is essential that everyone is prepared to act within the mission, vision and values ​​of the business and, of course, deliver what the customer needs.

Invest in training, training courses. Hold team meetings and make everyone aware of best practices.

Processes are living organisms. And good administrative management ensures that it is always being improved.

2 – Know your client very well

Customer Experience (CX): consumer experience

Another fundamental point that will guide your marketing strategies, sales tactics, customer success, among others is to know your customer very well.

What does he really need to be delivered to him? In what format? At what time.

Running an NPS survey, for example, with who is already your customer today makes it clearer.

Make a deep and immediate immersion in it and take the characteristics of your customers always before taking any action from the paper.

3 – Generate value in all contacts

To generate value is to deliver what the consumer needs, when he needs it, in a didactic way, to trust you and advance through the sales pipeline.

This will make the customer more secure and you will start a positive relationship that, if all goes well, will generate a sale.

This is how a bond is created. Being consultative, showing himself available and empowering the consumer in relation to his pains.

Your content makes a difference at this point and will show that your company cannot be ignored by him.

4 – Have structure to always serve customers well

Customer Experience (CX): consumer experience

In addition to having well-trained employees with a culture of prioritizing the customer, it is necessary to provide conditions for this knowledge to flow.

Here, we are talking about indispensable tools to make these contacts with consumers more agile and accurate.

Marketing automation platform, online chats, CRM…

Digital transformation is important not only to serve customers quickly and efficiently, but also to have their information stored.

This will help you, consulting all history, to know what the customer needs before he even speaks.

If that happens, you will have taken huge steps to delight the customer and bring the sale closer to you.

This, without a doubt, is the ideal scenario that any manager seeks for his business. You just have to start.

So, how can we help you?

If you are unsure about the content or want to understand how technology helps you give your customers the best experience, speak to a consultant.

Enjoy and read two articles that will help you have better and better processes aimed at those who consume your brand.

The first talks about what Customer First is, the methodology that puts the customer first in companies.

The second talks about how the PDCA cycle improves internal processes in organizations.

Good sales!

A hug from CWT, your CRM. #RunCWT