Customer experience (CX) is the sum of all experiences a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier. This can include awareness, discovery, attraction, adoption, interaction, acquisition/purchase, use, cultivation, feedback and advocacy.

Customer Experience can also mean an individuals experience over one cross channel transaction that indicates the customers state of mind, emotions and expectations of this and any future transactions.

Customer Experience is evaluated through consultancy services that utilise analytics that express WHAT is happening (on what is monitored) and customer research to understand WHY it is happening. This is done to form a holistic view of the customer touch points, failure and success metrics, to establish project briefs to manage BAU process, refine the customer offering and develop effective customer engagements.