A customer experience (CX) is defined by interactions between a customer and an organization throughout their business relationship. Interaction can include awareness, comparison, purchase, service, and advocacy.
Customers will always have an experience - Good, Bad or Indifferent.
There are 3 E's of customer experience:
Effectiveness: Customers get value from the experience
Ease: Customers get value without difficulty.
Emotion: Customers feel good about the experience.