3.2 Customers Customer experience Customer experience can be defined as the way customers feel at all stages of doing business with a company or organisation, from the moment they find out about the brand up to the purchase and feedback. Why is customer experience so important? A positive customer experience is crucial to the success of a business organisation because a happy customer is one who is likely to become a regular one. The best that can be achieved thanks to an excellent experience is a customer who is loyal to a company, sustains its growth by buying its products and promotes the business through word-of-mouth marketing. How to measure customer experience There are different ways to measure customer experience. The most common are the following: : using surveys on a regular basis provides insight into customer satisfaction with the products; carrying out surveys : dissatisfaction does occur and is part of the business, but it is possible to learn from it and prevent it from happening again. It is important to monitor the rate of disappointment, identify its cause/s and take action; identifying the rate and reason for customer dissatisfaction : through a forum, customers can request new products or features to improve existing products so that the supply can adapt more easily to customers’ needs; creating a forum for customers : it is important to keep track of what problems the support department deals with every day. If there are issues, it is fundamental to work on solving the problems. analysing the trend of support tickets recurrent Customer experience management (CXM) is the process of surveying, analysing, and customer interactions with a business organisation. CXM monitors each moment the customer has come into contact with the brand and evaluates how the experience related to it can be improved. CXM is a fundamental component of customer-first strategy because it demonstrates a clear investment in customer needs. Customer experience management enhancing How to create a great customer experience To create a great customer experience, it is necessary establish a positive connection with customers, ask for feedback, create helpful content and build a community. Two elements are fundamental in this process: the people, that is the employees who are engaged in the customer’s experience, and the product, which can be used to build brand loyalty.