aNumak & Company
5 min readJan 13, 2023


What exactly does CX mean?

Customer experience, or CX, encompasses everything a company or organization does to put customers first, including managing their journeys and meeting their demands.

You may have an innate understanding of what distinguishes good CX, or customer experience, from evil. Imagine, say, you want a latte. Are the personnel at the coffee shop attentive when you visit? If you are a regular, are you greeted by name? Was the store’s layout user-friendly? Are they prompt in taking your order and delivering your beverage with a smile? Is it resolved quickly, or do you receive assistance if you have an issue? Do they contact out proactively to understand your experience?

All of these queries pertain to aspects of the customer experience. Four components comprise customer experience: brand, product, price, and service.

CX refers to everything a firm does to provide customers with more significant experiences, value, and growth. And it’s critical in a time when how a business delivers its products and services to its customers is as important as, if not more important than, the products and services themselves. It has become vital for businesses to develop an emotional connection with clients throughout their journeys in a digital environment where customers rate and discuss their experiences with a firm in public forums. Customer experience is not only the ethical thing to do for customers but also generates threefold returns for shareholders.

The COVID-19 pandemic was a test of customer engagement in times of disaster. And several performed unexpectedly well in offering excellent CX, for example, by rapidly reorienting their efforts to satisfy consumers’ fundamental demands regarding safety, security, and day-to-day convenience. Consider e-commerce businesses and food delivery services that devised contactless delivery ways to protect clients and drivers as the virus spread.

What do customer journeys entail?

A customer journey describes a customer’s end-to-end experience rather than their satisfaction with specific transactions or touchpoints. These may include various events before, during, or after a customer’s interaction with a particular product or service. Customer journey examples include onboarding a new customer, addressing a technical issue, and upgrading a product.

How can the customer experience be measured?

It may not be easy to imagine how to quantify something as fleeting as the magic your firm creates for its customers. But it is possible. Three guiding principles are recommended as best practices for optimizing customer experience measurement:

1)Instead of measuring the customer experience at the level of touchpoints or overall satisfaction, focus on the customer journey.

2)Invest in technology that captures daily feedback from many channels and integrates survey results and other data into complete dashboards.

3)At all levels, cultivate a mindset of constant development.

Consider the power of CX prediction, which, depending on the extent of CX implementation within a business, can help you stay ahead of customer attrition and discontent. Why? Survey-based systems are limited, reactive, unclear, and misdirected; therefore, they only sometimes match the needs of modern businesses. Predictive consumer insight has the potential to reveal more potent insights for enhancing customer experiences.

What is the consumer’s decision-making process?

The consumer choice journey (CDJ) reimagines the conventional marketing funnel. This method frames how customers make decisions as a cyclical process with four phases in which customers can be acquired or lost:

  • primary consideration
  • Active evaluation, or the process of investigating possible acquisitions
  • when consumers purchase brands
  • after purchase, when customers encounter these brands,

And ideas of the consumer decision journey continue to shift, particularly in light of emerging consumer technologies and capabilities. Today, it is imperative for businesses to not just react to customers but also actively influence their decision-making processes. This may include condensing or eliminating the consideration and evaluation steps to achieve a competitive advantage. To speed up the client loyalty journey, four competencies that are unique but interconnected are essential:

1)Automation can streamline the client journey (for instance, taking a picture of a check and depositing it via your bank’s app as opposed to physically visiting a bank branch).

2)Using a customer’s information, proactive personalization rapidly customizes CX.

3)Contextual interaction is the delivery of subsequent encounters to a consumer based on their current journey stage.

4)Journey innovation identifies the new customer and brand value sources, such as new services. This entails corporations analyzing their consumers’ data and insights to see what additional services they would enjoy. Additionally, the most successful businesses create customer choice journeys that permit unrestricted testing and regular prototyping of new services or features.

What is meant by digital customer experience?

Digital customer experience refers to aspects of a customer’s interaction with a company that occurs online or with the assistance of digital and analytics. This can support comprehensive, predictive, prioritized, and value-centric interactions.

When it comes to digital customer experience, businesses are increasingly seeking to use predictive analytics, which may represent the future of CX. As a result, some CX leaders advocate for predictive CX solutions, which include three essential components:

1)A customer-level data lake containing customer, financial, and operational data to generate a comprehensive picture of customer experiences.

2)Predictive customer scores based on analytic tracking of customer happiness and corporate performance drivers

3)An action and insight engine shared with many employees using an API layer and technologies such as customer relationship management platforms.


COVID-19 altered the client experience in a variety of ways. For example, many businesses had to change how they worked with clients by providing digital alternatives when it was unsafe to establish physical storefronts. How your organization communicated with clients throughout the epidemic may have had an immediate and lasting impact on their sense of trust and loyalty. Responding to customer demands during a crisis with empathy, care, concern, and connection is crucial. It can assist in shaping short-term actions, establishing longer-term resilience, and planning for post-crisis success by monitoring real-time changes in consumer preferences. It is essential to remember that purpose, price, and convenience play a role in purchase decisions and that more than 75% of consumers changed their buying habits during the pandemic.



aNumak & Company

aNumak & Company is a Global Business and Management Consulting firm with expertise in building scalable business models for diverse industry verticals.