Customer experience (CX) refers to how a company engages with its customers across every aspect of the customer journey―from marketing to sales to service and every point in between. It’s the sum total of all interactions a customer has with a brand. However, the most important thing for you to know when it comes to your customers’ experience is what they feel about it. You have important decisions to make at every touch point on the customer journey, and those decisions can influence how your customers view your brand and how successful your business will be as a result.

Today’s customers demand new experiences driven by personalized channels and choices. Each customer journey is unique, but you need to ensure each experience is seamless and personalized. Leverage best-of-breed CX solutions by channel or bring them together into a connected engagement through data, behavioral intelligence, and experiences across all lines of business.

Your customers’ interactions with you across any and all touch points have a cumulative effect on your customers’ overall perception and impression of your brand. That makes the customer experience truly invaluable to your business’s success. Here are some of the factors that can make a big difference in customers’ opinions of your company.

The degree to which customers feel you understand them has a strong influence over their level of satisfaction―and their decision to do business with you. If you get CX right, you’ll gain a competitive advantage.