Customers are more likely to repeat business and leave positive reviews when they have a good customer experience (CX). Benefits of good CX also include improved loyalty, increased customer satisfaction and better word-of-mouth marketing, including customer recommendations.
But what defines a ‘good’ customer experience? A good customer experience doesn’t only mean a pleasant engagement with the brand. A customer typically interacts with a business to attain an outcome, for example to have an issue resolved. A positive customer experience, therefore, means meeting those expectations and achieving the desired outcome. When expectations are not met, outcomes are not achieved or the experience is not successful for any reason, then the customer will likely come away having had a negative customer experience.