Customer Experience: Benefits, Strategies, Tools & Examples

Hiba Ali

Senior Writer

Customer Experience

As businesses increasingly strive to remain competitive in today’s market, customer experience (CX) has become a top priority. According to some Forbes insights, companies offering good customer experience rake in 5.7 times more revenue than their competitors.

Looking for Customer Experience Management Software? Check out SoftwareSuggest’s list of the best Customer Experience Management Software solutions.

The same data also suggests brand loyalty is attributed to 96 percent of customers who encounter great customer experiences.

In other words, providing a positive customer experience isn’t just good business sense—it’s essential if you want your endeavor to thrive and improve your bottom line. But what exactly is CX? Let’s take a closer look at this concept and why it’s a differentiator in today’s digital experience.

What Is Customer Experience?

The customer experience (CX) involves the entirety of a buyer or client’s interactions with a company. As such, the customer experience is an important aspect of the online experience and how well someone perceives your business. That includes every stage of the customer journey—from discovering the company to making a purchase and beyond. It also includes all the details that make up that process, like website design, customer satisfaction (CSAT), product features and performance, delivery speed, and more.

CX is about providing visitors with the best possible experience through your organization. That means that it encompasses many elements, such as product design and usability, user experience, customer support, marketing campaigns, loyalty rewards programs, and more. Companies must ensure that all these parts are working in harmony so that they can deliver outstanding overall service and gain loyal customers.

1. Good customer experience

Customer satisfaction is the cornerstone of a successful business. It involves creating an environment where shoppers feel valued and appreciated. That means going beyond simply providing a good product or service—it’s about forming relationships and striving to exceed their needs and expectations.

Businesses should focus on a customer-centric approach by delivering personalized experiences to create a positive experience. Examples of ways to do this include ensuring consumers feel heard through feedback and customer perception and offering loyalty rewards

Additionally, companies should strive to create an environment that’s easy to use and understand. That includes having a streamlined website design and checkout process, offering helpful customer support, and providing accurate product descriptions and reviews. These elements give purchasers the confidence to make informed decisions and promote brand loyalty and customer retention.

2. Bad customer experience

Poor customer experience is an unfortunate reality that many companies are affected by, and it can significantly impact the success or failure of their business. It can mean enquirers receiving slow or unhelpful responses to questions, being abruptly disconnected from customer support, being charged extra fees without warning, or experiencing self-service glitches or outages.

These negative encounters can make buyers feel frustrated and misunderstood, ultimately driving them away from the company. To avoid this problem, a business’s support team should focus on providing personalized service, responding promptly to inquiries, eliminating fees and other hidden costs, proactively addressing any website or technical issues that arise, and ensuring that their products are of high quality. These steps can help create a better customer experience and keep them coming back.

The Importance of Customer Experience 

Providing a great customer experience is critical for business success today because it encourages increased brand loyalty and retention. People who have had positive encounters with a company or a brand are more likely to recommend it to friends and family, leading to word-of-mouth advertising. Furthermore, companies focusing on CX often see higher conversion rates due to improved engagement with their leads.

Giving good value at customer touchpoints also helps companies stand out from their competitors by providing something unique. In an increasingly crowded market, providing an exceptional CX is one of the best metrics to measure, as it can give you the edge you need to retain and attract new business.

Ultimately, if you understand and anticipate your buyers’ needs, you can offer them an exceptional experience. Companies with a solid CX strategy deliver more than just a product or service. They are also creating relationships with their customers that will last for years to come.

By investing in giving a good experience, businesses can ensure they remain competitive and reap the rewards of increased loyalty and revenue.

The Benefits of Improving Customer Experience

Improving the way a business interacts with its buyers has a multitude of benefits. For starters, it increases customer loyalty and trust in the brand, as people with positive encounters are more likely to recommend the company to others. Not only that, but they’re also more likely to make repeat purchases. Improved CX can also reduce customer churn, enabling companies to increase their pool of regular buyers.

Businesses that invest in creating positive customer experiences through automation and self-service options have the potential to see a greater return on investment. These advantages often lead to more efficient processes within the company, saving money in the long run.

All of these factors contribute to making customer satisfaction one of the most critical metrics for businesses to get right in order to succeed today.

How To Measure and Track Customer Experience?

Measuring and tracking how they interact with their visitors and buyers is an integral part of any business’s strategy for success. Companies need to understand how people feel about their products, services, and overall experience to optimize customer journey mapping and create a papp developmentositive customer experience.

When overall satisfaction is high, it results in a good net promoter score (NPS). NPS is a measure of customer experience and loyalty that can be used to predict future sales and growth. 

The following tools and techniques are invaluable for measuring and tracking this metric:

  1. Surveys or customer feedback provide insight into how people view their interactions. You can use surveys to track how they feel about the product or service post-purchase as well as any improvements that need to be made.
  2. Analytics tools, like Google Analytics and heat mapping software, give detailed information about website visitors’ behavior. That enables companies to track interactions with the website, including where users click, how long they spend on each page, and other vital metrics.
  3. Companies can measure how people feel about their brands by monitoring their social media accounts and using sentiment analysis tools. With that information, they can act quickly to address any issues that may arise.

Strategies for Enhancing the Customer Journey

The customer journey is the complete experience an individual has with a business, from their first exposure to the brand at the beginning to their purchase at the end. A company can attract and retain buyers, increase sales, and gain a competitive advantage by creating great CX.

Enhancing this journey involves investing in processes, technologies, and strategies that enable a business to provide a great customer experience.

One of the most important investments for providing better service is customer relationship management (CRM) software. CRM programs enable businesses to store and organize visitor and buyer data, track sales and support customer interactions, and generate lead scoring and automation. By leveraging this technology, companies can provide personalized experiences tailored to each customer, making the journey more efficient and effective.

Another powerful CX strategy is customer service. Every interaction should be treated as an opportunity to build relationships and provide exceptional service that goes above and beyond customer expectations. By investing in training employees, businesses can handle customer inquiries, issues, or complaints promptly.

Finally, as discussed above, companies should use data to understand their visitors’ behavior and preferences throughout the buying lifecycle. Using analytics tools will reveal weaknesses in their CX strategy that they can then take steps to improve.

It can also enable them to create better customer experiences by understanding the needs of their buyers and personalizing their offerings accordingly.

Entrepreneurs should know that providing the best customer experience begins in the website or app development stage. Developers should factor in user experience while creating the product. They must also be prepared to make changes to improve the user experience even after the design phase.

By implementing these strategies, companies can provide a great customer experience to increase loyalty and drive growth. Investing in CX strategies is essential for companies of all sizes, as it can help them build stronger relationships with their customers, improve efficiency and generate more revenue.

Examples of Companies With an Excellent CX Strategy

Some of the most successful companies in the world make a point of providing a stellar customer journey. Here are some examples of companies with an excellent reputation for customer-centric advocacy. 

1. Amazon


Amazon has developed AI-driven personalization and product recommendations software. This customer experience strategy can be helpful throughout the customer journey, increasing conversion odds. They also have automation and self-service options, like chatbots that are able to respond quickly to inquiries and complaints. This automated customer interaction tool and customer service teams are excellent in collecting customer feedback and allowing the company to fulfill customer expectations rapidly.

Additionally, Amazon has implemented a loyalty program that rewards individuals for their purchases and encourages them to return. And these rewards are based on the customer loyalty score. Building great customer relationships by giving back is a solid way to provide customers a positive experience, reduce customer churn rates, and increase customer satisfaction.

2. Apple


Apple’s customer experience strategy focuses on simplifying the buying journey while providing excellent service and products. With a streamlined and enjoyable experience, it’s no wonder that Apple is one of the world’s most valuable companies. Another great thing that Apple launched is its Genius Bar. It offers personalized support and advice from the customer service team, who can resolve issues in-store or via customer feedback, which gives customers a positive experience.

Additionally, their customer support team offers free classes and workshops to help individuals learn more about their products and services, which adds value to the customer’s experience and ensures customer satisfaction.

3. Disney


Disney also has a solid customer experience strategy, and it became a leader in customer journey mapping by focusing on providing magical experiences for its customers. Visitors are immersed in an entertaining and informative atmosphere when they enter a Disney park or resort. What’s more, Disney offers a personalized product or service in their customer journey map with specially tailored initiatives, which make customers feel valued, ultimately leading to fantastic customer experiences.

With Disney’s focus on customer experience management, they have become one of the most successful companies in history. All the curation from start to finish leads to an ever greater customer satisfaction score.

4. Nike


Nike has successfully enhanced the customer journey map by focusing on convenience, speed, and personalization. Throughout customer journeys, they offer a wide range of customized products and exclusive services, like their Nike+ app, with which you can track your workouts and get personalized tips from coaches.

Additionally, Nike offers attractive free two-day shipping on orders over $150 to ensure customers get their products quickly.

Throughout the years, Nike has been stacking up on business customers, and that goes without question. That’s because they provide a superior customer experience for all their clients, which gained loyal customers through the sales process and after sales.

The Impact of Technology on Customer Experience

Technology has had a tremendous impact on the customer experience over recent years. With the advances in digital technology, people have come to expect more from companies regarding convenience, speed, and personalization. As such, organizations must invest in technology to keep up with customer needs and demands and stay competitive.

One way that technology has improved the customer experience is by streamlining the buying journey. Companies can use tools such as AI-driven product recommendations, automation, and personalized communication to make shopping more accessible and enjoyable for customers. Additionally, technology assists companies to understand customer preferences and behaviors better, enabling them to tailor their offerings accordingly.

Another way that technology has improved the customer experience is by enabling more efficient communication between customers and companies. Companies can use chatbots, messaging apps, and social media tools to respond quickly to real-time inquiries and complaints. 

Furthermore, this technology can be used to capture valuable data that can be used to improve the overall customer experience.

How Do I Choose the Right Customer Experience Management Tool?

When choosing a customer experience platform, consider quite a few things before purchasing. Doing so will ensure you exceed customers’ expectations and deliver positive results. By focusing on your customers, success will surely follow. 

Here are other things you should check before choosing a platform:

How Do I Choose the Right Customer Experience Management Tool

1. What’s your budget?

The very first thing you should check is budget constraints. Check with your company or business on what you can afford. There’s no need to run on fumes to get the most expensive platform.

2. Conduct research

Doing consumer research is another excellent thing to do before buying anything. Doing so will allow you to know everything you need to know about a product. This will allow you to make an informed decision to make your money’s worth.

3. Understand your customers

Understanding your customers is another essential thing you should check when you’re in the market for CXM software. Knowing what your customers want will increase the odds of the success of your business – it is a basic principle of any business. By giving more than what your customers expect, you can avoid a bad customer experience.

4. What data do you need?

Understanding what type of data you need to extract is another critical thing to consider when looking for a CXM platform. Knowing what customer experience data you need from your customers is imperative as this will be your basis on what platform you will get.

Best Customer Experience Management Software You Should Try

Customer experience management (CXM) software is essential for businesses looking to provide the best possible customer service. CXMs help organizations measure customer experience, measure customer satisfaction, track and manage interactions, and measure the effectiveness of their customer service initiatives. 

It can be used to analyze customer feedback, track customer effort scores, reveal insights into customer needs, and inform strategies to improve overall customer experience.

Here are some of the best CXM software you can use to measure customer experience:

Software NamePricingFeatures
Price starts at $3,000.CRM integration, Robust reporting
Price starts at $49.Real-time customer experience analytics
Essential plan $24/month.Collaborate with the team, Take action to close feedback loops
Price starts at $20.Chat assignment, Messaging mode, Chat history
Custom PricingA/B testing with different customer experience strategies
Price starts at $65Content management, Chatbots
Price starts at $1,500.Targeted content, promotion, and experience delivery to your customers
Price starts at $14.Advanced reporting capabilities, Quick access to vital customer data

1. Salesforce


Salesforce provides a powerful platform for businesses to leverage customer data to create personalized experiences and drive meaningful customer engagement. This is one of the more high-end options, but it’s surely worth every cent.

This platform is packed with many features that will captivate those looking to improve service quality. These features empower customers and will analyze critical customer touchpoints to avoid unhappy customers.


  • Real-time analytics
  • Automated notifications about customer experience
  • CRM integration
  • Robust reporting
  • Customizable dashboards
  • Grow predictable revenue


Price starts at $3,000.

  • Detailed customer surveys and insights
  • Easy to use and customize
  • Advanced analytics capabilities with customer experience
  • Integrates easily with other systems
  • Mobile friendly
  • Drag-and-drop capabilities
  • Collaborative platform
  • Sales automation
  • Pipeline and forecast management
  • Sales Collaboration
  • Expensive pricing model
  • Occasional bugs
  • Limited customization options

2. Zendesk


Zendesk provides businesses with powerful customer care software and automation such as ticketing, AI-powered chatbot integrations that collect feedback, self-service knowledge bases, and multichannel help desk capabilities. These tools ensure an excellent overall customer experience.

With the help of artificial intelligence, you can analyze customer experience way better and be ahead of the curve. By utilizing these technologies, businesses can improve their customer lifetime value tenfolds.


  • AI-driven insights
  • Real-time customer experience analytics
  • Automated notifications and responses
  • Cross-channel customer support
  • Advanced reporting capabilities


Price starts at $49.

  • Intuitive interface
  • Robust customization options
  • Comprehensive customer insights
  • Easy integration with third-party tools
  • Trusted by many businesses
  • Scalable
  • Occasional bugs and glitches
  • Limited options for customization
  • Expensive pricing model

3. Zonka Feedback

Zonka Feedback

Zonka Feedback is an ideal customer experience management tool that helps you collect customer feedback at various touch points during the website journey. You can use pre-built survey templates or customize your own to create engaging website surveys. You can create pop-up, pop-over, side-tab, and other feedback widgets for your website to effectively map customer experience. On top of that, you can engage and lead by using different features such as smiley questions, NPS questions, CES metrics, and more. It allows you to collect post-transaction feedback, website user experience, exit-intent surveys, and so on.


  • 500+ pre built-templates
  • Manage feedback easily
  • Collaborate with the team
  • Take action to close feedback loops
  • Reports and analytics  


  • Free plan for 15 days.
  • Essential plan $24/month.
  • Starter plan $44/month.
  • Professional plan $79/month.
  • Growth plan $129/month.
  • Enterprise plan $629/month.
  • Automated workflows to close the feedback loop faster.
  • Customizable platform for creating different types of surveys.
  • Easy and quick to set up feedback forms and surveys.
  • Lack of options to change font
  • No integrated translation for languages other than English

4. LiveChat


LiveChat is a powerful customer experience management software offering businesses various advanced functionalities that ensures an excellent customer experience. Using real-time messaging, companies should make it a business priority to ensure great communication as it will ensure the customer’s interaction with the brand.

A solid communication channel is an important element in retaining customers or changing a customer’s perspective on the brand. It is a critical customer touchpoint, and if executed properly, it can propel your business to new heights.


  • Message sneak-peek
  • File sharing
  • Rich messages
  • Chat transfer
  • Ticket form
  • Chat transcripts
  • Routing rules
  • Chat assignment
  • Messaging mode
  • Chat history
  • Chat ratings


Price starts at $20.

  • Intuitive interface and easy to use
  • Easily integrates with other systems
  • Great customization options
  • Affordable pricing plans
  • Limited customer insights
  • Occasional bugs and glitches

5. Acoustic Tealeaf

Acoustic Tealeaf

Acoustic Tealeaf provides businesses with advanced analytics capabilities such as Root Cause Analysis that help to uncover customer experience issues and identify solutions quickly.


  • AI-powered insights and analytics
  • Seamless marketing across digital channels
  • Lead management and scoring
  • Customizable dashboard
  • A/B testing with different customer experience strategies 


Pricing varies with what features you need.

  • Intuitive interface
  • Comprehensive customer insights
  • Easy integration with third-party tools
  • Option for customization
  • Occasional bugs and glitches
  • Limited options for customization

6. Oracle


Oracle provides a comprehensive suite of customer experience management tools, including an AI-based analytics engine and automated customer service bots or virtual customer assistants, to help businesses engage more effectively and create a great customer experience.


  • AI-driven insights and analytics
  • Data platform
  • Comprehensive customer insights 
  • Content management
  • Chatbots
  • Cloud infrastructure


Price starts at $65

  • Intuitive interface and easy to use
  • Low-code development
  • Integrates easily with other systems
  • Affordable pricing plans
  • Occasional bugs and glitches
  • Limited options for customization
  • Lack of support for other browsers/platforms

7. Qualtrics


Qualtrics is a popular customer experience management solution that helps businesses create powerful surveys to gain insights about the customer, track interactions, and measure customer service initiatives.


  • AI-driven insights and analytics
  • Lead generation and capture contact details
  • Targeted content, promotion, and experience delivery to your customers
  • Customizable dashboard for customers
  • Advanced reporting capabilities
  • Automated alerts 
  • Track poor customer experience


Price starts at $1,500.

  • Intuitive interface and easy to use
  • Comprehensive insights from customers
  • Great customization options
  • Integrates easily with other systems
  • Expensive pricing model
  • Occasional bugs and glitches
  • Limited options for customization

8. Zoho


Zoho’s CXM software lets businesses quickly gather actionable customer insights from surveys, polls, and other data collection forms, enabling companies to make more informed decisions. These actionable insights can lead to a better customer experience.


  • AI-driven insights and analytics
  • Lead generation 
  • Dynamic campaigns 
  • Advanced reporting capabilities
  • Quick access to vital customer data
  • Great customization options
  • Automated task management


Price starts at $14.

  • Affordable pricing plans.
  • Integrates easily with other systems.
  • Excellent customer support.
  • Occasional bugs and glitches
  • Lack of support for certain browsers/platforms

Final Thoughts

It’s important to note that no matter what kind of business you run or the industry you work in, customer experience should always be your top priority. By leveraging neuroscience sales tips and utilizing powerful CXM software, businesses can create a seamless user journey while providing customers with the best possible service. 

With these tools at your disposal and a proper customer experience strategy, it is easier than ever to leave an excellent lasting impression on every single one of your customers. A positive customer experience will ensure they return for more and help grow your business over time.

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