{"id":25685,"date":"2026-03-03T22:23:02","date_gmt":"2026-03-03T20:23:02","guid":{"rendered":"https:\/\/pointofnew.at\/glossary\/customer-experience-cx\/"},"modified":"2026-03-06T15:43:48","modified_gmt":"2026-03-06T13:43:48","slug":"customer-experience-cx","status":"publish","type":"page","link":"https:\/\/pointofnew.at\/en\/glossary\/customer-experience-cx\/","title":{"rendered":"Customer Experience (CX)"},"content":{"rendered":"<p><!-- TL;DR Box --><\/p>\n<div style=\"background:#f0f1f3;padding:1.2em 1.5em;margin-bottom:2em;border-radius:8px;\">\n<strong>Key takeaways:<\/strong> Customer Experience (CX) encompasses all experiences a customer has with a company \u2013 from the first touchpoint to long-term after-sales service. An excellent CX differentiates more effectively than product or price and is a central driver for customer loyalty, recommendations, and revenue growth.\n<\/div>\n<nav style=\"background:#f9f9f9;padding:1.5rem 2rem;border-radius:8px;margin-bottom:2rem;\">\n<strong style=\"font-size:1.1rem;\">Table of Contents<\/strong><\/p>\n<ol style=\"margin:0.75rem 0 0;padding-left:1.25rem;\">\n<li><a href=\"#definition\" style=\"text-decoration:none;color:#1a5276;\">What is Customer Experience?<\/a><\/li>\n<li><a href=\"#touchpoints\" style=\"text-decoration:none;color:#1a5276;\">Touchpoints and Customer Journey<\/a><\/li>\n<li><a href=\"#strategie\" style=\"text-decoration:none;color:#1a5276;\">Developing a CX Strategy<\/a><\/li>\n<li><a href=\"#messung\" style=\"text-decoration:none;color:#1a5276;\">Measuring Customer Experience<\/a><\/li>\n<li><a href=\"#digital\" style=\"text-decoration:none;color:#1a5276;\">Digital Customer Experience<\/a><\/li>\n<li><a href=\"#differenzierung\" style=\"text-decoration:none;color:#1a5276;\">CX as a Differentiation Factor<\/a><\/li>\n<li><a href=\"#faq\" style=\"text-decoration:none;color:#1a5276;\">Frequently Asked Questions about Customer Experience<\/a><\/li>\n<\/ol>\n<\/nav>\n<h2 id=\"definition\">What is Customer Experience?<\/h2>\n<p><strong>Customer Experience (CX)<\/strong> is the sum of all perceptions and emotions a customer experiences throughout their entire relationship with a company. CX includes every contact point\u2014from a Google search to the sales pitch to post-purchase support. <\/p>\n<p>CX differs from Customer Service (individual interaction) and User Experience (digital product experience): it is the overarching framework that includes all touchpoints along the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/customer-journey\/\" style=\"color:#1a5276;text-decoration:none;\">Customer Journey<\/a>. Good CX is created when every touchpoint meets or exceeds expectations\u2014consistently and throughout the entire relationship. <\/p>\n<h2 id=\"touchpoints\">Touchpoints and Customer Journey<\/h2>\n<p>Customer Experience is created at every contact point:<\/p>\n<ul>\n<li><strong>Pre-Purchase:<\/strong> Website, social media, reviews, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-strategy\/\" style=\"color:#1a5276;text-decoration:none;\">content<\/a>, recommendations\u2014this is where initial expectations are formed.<\/li>\n<li><strong>Purchase:<\/strong> Consultation, purchase process, checkout, contract conclusion\u2014clarity and simplicity are crucial.<\/li>\n<li><strong>Post-Purchase:<\/strong> Onboarding, product use, support, invoicing\u2014this is where loyalty is decided.<\/li>\n<li><strong>Loyalty:<\/strong> Referrals, repeat purchases, cross-selling\u2014enthusiastic customers become brand ambassadors.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/pointofnew.at\/en\/glossary\/customer-journey\/\" style=\"color:#1a5276;text-decoration:none;\">Customer Journey Mapping<\/a> visualizes all touchpoints and identifies &#8220;Moments of Truth&#8221;\u2014the critical moments that determine whether a customer is delighted or disappointed.<\/p>\n<h2 id=\"strategie\">Developing a CX Strategy<\/h2>\n<ol>\n<li><strong>Adopt a customer perspective:<\/strong> <a href=\"https:\/\/pointofnew.at\/en\/glossary\/buyer-persona\/\" style=\"color:#1a5276;text-decoration:none;\">Buyer Personas<\/a> and <a href=\"https:\/\/pointofnew.at\/en\/glossary\/jobs-to-be-done-jtbd\/\" style=\"color:#1a5276;text-decoration:none;\">Jobs-to-be-Done<\/a> as a basis\u2014what do customers really need?<\/li>\n<li><strong>Journey Mapping:<\/strong> Document all touchpoints, identify pain points, and recognize opportunities.<\/li>\n<li><strong>Define CX vision:<\/strong> How should the customer feel? The CX vision connects with <a href=\"https:\/\/pointofnew.at\/en\/glossary\/brand-positioning\/\" style=\"color:#1a5276;text-decoration:none;\">brand positioning<\/a> and <a href=\"\/glossar\/value-proposition\/\" style=\"color:#1a5276;text-decoration:none;\">value proposition<\/a>. <\/li>\n<li><strong>Implement quick wins:<\/strong> Solve the biggest pain points first\u2014often it&#8217;s small things with a big impact.<\/li>\n<li><strong>Measure and optimize:<\/strong> Define CX KPIs, collect data regularly, and further develop the strategy based on data.<\/li>\n<\/ol>\n<h2 id=\"messung\">Measuring Customer Experience<\/h2>\n<ul>\n<li><strong>NPS (Net Promoter Score):<\/strong> &#8220;How likely are you to recommend us?&#8221;\u2014the most widely used CX KPI.<\/li>\n<li><strong>CSAT (Customer Satisfaction):<\/strong> Measure satisfaction after specific interactions.<\/li>\n<li><strong>CES (Customer Effort Score):<\/strong> How easy was it for the customer to achieve their goal?<\/li>\n<li><strong>Churn Rate:<\/strong> Customer churn as an indicator of CX problems.<\/li>\n<li><strong>CLV (Customer Lifetime Value):<\/strong> Long-term customer value as the ultimate CX success indicator.<\/li>\n<li><strong>Qualitative data:<\/strong> Customer interviews, reviews, and support tickets provide the depth behind the numbers.<\/li>\n<\/ul>\n<h2 id=\"digital\">Digital Customer Experience<\/h2>\n<p>In the digital age, a large part of CX takes place online:<\/p>\n<ul>\n<li><strong>Website experience:<\/strong> Loading time, navigation, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-strategy\/\" style=\"color:#1a5276;text-decoration:none;\">content quality<\/a>, and mobile optimization shape the first impression.<\/li>\n<li><strong>Omnichannel consistency:<\/strong> Customers expect a seamless experience across all channels\u2014website, email, social media, in person.<\/li>\n<li><strong>Personalization:<\/strong> <a href=\"https:\/\/pointofnew.at\/en\/glossary\/data-driven-business-models\/\" style=\"color:#1a5276;text-decoration:none;\">Data-driven<\/a> personalization of content, recommendations, and communication.<\/li>\n<li><strong>Self-Service:<\/strong> Customers want to be able to solve problems themselves\u2014FAQs, knowledge bases, chatbots.<\/li>\n<li><strong>Speed:<\/strong> Fast response times in support are a CX hygiene factor.<\/li>\n<\/ul>\n<h2 id=\"differenzierung\">CX as a Differentiation Factor<\/h2>\n<p>In many industries, products and prices are interchangeable\u2014Customer Experience becomes the decisive <a href=\"https:\/\/pointofnew.at\/en\/glossary\/usp-unique-selling-proposition\/\" style=\"color:#1a5276;text-decoration:none;\">differentiating feature<\/a>:<\/p>\n<ul>\n<li><strong>Justify premium pricing:<\/strong> Customers pay more for a better experience\u2014Apple, Starbucks, and Ritz-Carlton prove it.<\/li>\n<li><strong>Increase customer retention:<\/strong> Enthusiastic customers stay longer\u2014crucial for <a href=\"https:\/\/pointofnew.at\/en\/glossary\/subscription-economy\/\" style=\"color:#1a5276;text-decoration:none;\">subscription models<\/a>.<\/li>\n<li><strong>Generate referrals:<\/strong> Word-of-mouth is the most cost-effective growth channel.<\/li>\n<li><strong><a href=\"https:\/\/pointofnew.at\/en\/glossary\/brand-building\/\" style=\"color:#1a5276;text-decoration:none;\">Brand<\/a> strengthening:<\/strong> Consistently positive experiences build brand trust and loyalty.<\/li>\n<\/ul>\n<p>For <a href=\"https:\/\/pointofnew.at\/en\/glossary\/mittelstand-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">SMEs<\/a>, CX is a lever to compete against larger competitors\u2014through proximity, personality, and service quality.<\/p>\n<p><!-- CTA Box --><\/p>\n<div style=\"background:linear-gradient(135deg,#1e3a5f,#2563eb);color:#fff;padding:2rem;border-radius:12px;margin:2rem 0;text-align:center;\">\n<h3 style=\"color:#fff;margin-top:0;\">Would you like to systematically improve the Customer Experience in your company?<\/h3>\n<p style=\"font-size:1.1rem;\">We analyze your customer journey and develop a CX strategy that delights customers.<\/p>\n<p><a href=\"https:\/\/pointofnew.at\/en\/business-model-innovation-services\/\" style=\"display:inline-block;background:#fff;color:#1e3a5f;padding:0.75rem 2rem;border-radius:8px;text-decoration:none;font-weight:600;margin-top:0.5rem;\">\u2192 Schedule a consultation now<\/a>\n<\/div>\n<p><!-- FAQ --><\/p>\n<div class=\"faq-section\" itemscope=\"\" itemtype=\"https:\/\/schema.org\/FAQPage\">\n<div>\n<h2 id=\"faq\">Frequently Asked Questions (FAQ)<\/h2>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">What is the difference between CX and UX?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\">\n<p>UX (User Experience) refers to the experience with a specific digital product\u2014app, website, software. CX (Customer Experience) encompasses the entire customer relationship across all channels and touchpoints. UX is a part of CX, but CX goes far beyond it.  <\/p>\n<\/div>\n<\/div>\n<\/details>\n<\/div>\n<div>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">How do I start with CX optimization?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\">\n<p>Start by listening: collect customer feedback (surveys, reviews, support tickets), create a Customer Journey Map, and identify the biggest pain points. Solve the most obvious problems first\u2014often small improvements have a big impact. <\/p>\n<\/div>\n<\/div>\n<\/details>\n<\/div>\n<div>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">What does Customer Experience Management cost?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\">\n<p>Improving CX doesn&#8217;t have to be expensive. Many of the most effective measures are free: better communication, faster response times, proactive customer service. Investments in CX tools and processes pay off through higher retention, more referrals, and increased customer value.  <\/p>\n<\/div>\n<\/div>\n<\/details>\n<\/div>\n<div>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">Is CX only relevant for B2C?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\">\n<p>No\u2014B2B customers have the same expectations regarding experience quality. The touchpoints differ (longer sales cycles, multiple decision-makers), but the principles apply equally. Studies show that CX in B2B is even a stronger differentiation factor than in B2C.  <\/p>\n<\/div>\n<\/div>\n<\/details>\n<details style=\"background:#eaecee;border-radius:8px;padding:0;margin-bottom:0.75rem;\">\n<summary style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;list-style:none;\">How can B2B companies improve their customer experience?<\/summary>\n<div style=\"padding:0 1.2rem 1rem 1.2rem;\">B2B CX improvement starts with mapping the entire customer journey from first contact through onboarding, usage, and renewal. Key levers include reducing friction in procurement processes, providing self-service portals, proactive communication, and dedicated customer success teams. Companies like Salesforce show that B2B customers expect consumer-grade experiences \u2013 80% of B2B buyers say the experience matters as much as the product itself.<\/div>\n<\/details>\n<\/div>\n<\/div>\n<p><!-- Verwandte Begriffe --><\/p>\n<div style=\"margin-top:2.5em;padding-top:1.5em;border-top:1px solid #e2e8f0;\">\n<strong>Related terms:<\/strong><\/p>\n<div style=\"display:flex;flex-wrap:wrap;gap:0.5rem;margin-top:0.5rem;\">\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/customer-journey\/\" style=\"color:#1a5276;text-decoration:none;\">Customer Journey<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/buyer-persona\/\" style=\"color:#1a5276;text-decoration:none;\">Buyer Persona<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/jobs-to-be-done-jtbd\/\" style=\"color:#1a5276;text-decoration:none;\">Jobs-to-be-Done<\/a><br \/>\n<a href=\"\/glossar\/value-proposition\/\" style=\"color:#1a5276;text-decoration:none;\">Value Proposition Design<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/brand-building\/\" style=\"color:#1a5276;text-decoration:none;\">Brand Building<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/brand-positioning\/\" style=\"color:#1a5276;text-decoration:none;\">Brand Positioning<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/design-thinking\/\" style=\"color:#1a5276;text-decoration:none;\">Design Thinking<\/a><br \/>\n<a href=\"\/glossar\/geschaeftsmodell-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">Business Model Innovation<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/subscription-economy\/\" style=\"color:#1a5276;text-decoration:none;\">Subscription Economy<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-strategy\/\" style=\"color:#1a5276;text-decoration:none;\">Content Strategy<\/a>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Key takeaways: Customer Experience (CX) encompasses all experiences a customer has with a company \u2013 from the first touchpoint to long-term after-sales service. An excellent CX differentiates more effectively than&hellip;<\/p>\n","protected":false},"author":1,"featured_media":24529,"parent":25140,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-25685","page","type-page","status-publish","has-post-thumbnail","hentry"],"featured_image_src":"https:\/\/pointofnew.at\/wp-content\/uploads\/2025\/07\/Point-of-New-Business-Model-Innovation-Benedikt-Hasibeder-scaled.png","_links":{"self":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25685","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/comments?post=25685"}],"version-history":[{"count":12,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25685\/revisions"}],"predecessor-version":[{"id":28324,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25685\/revisions\/28324"}],"up":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25140"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/media\/24529"}],"wp:attachment":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/media?parent=25685"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}