Glossary

Customer Experience

In commerce, customer experience (CX) is the product of an interaction between an organisation and a customer over the duration of their relationship. This interaction is made up of three parts: the customer journey, the brand touchpoints the customer interacts with, and the environments the customer experiences (including digital environment) during their experience. A good customer experience means that the individual's experience during all points of contact matches the individual's expectations. Gartner asserts the importance of managing the customer's experience.

Customer experience implies customer involvement at different levels – such as rational, emotional, sensorial, physical, and spiritual. Customers respond diversely to direct and indirect contact with a company. Direct contact usually occurs when the purchase or use is initiated by the customer. Indirect contact often involves advertising, news reports, unplanned encounters with sales representatives, word-of-mouth recommendations or criticisms.

Melrose Labs: We deliver innovative services in cloud communications across mobile, fixed-line, satellite and internet. Through these services, we enable businesses to communicate better with their staff and customers, and by doing so, increase their success.