Customer experience

Interaction between an organization and a customer / From Wikipedia, the free encyclopedia

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Customer experience (CX) is a totality of cognitive, affective, sensory, and behavioral consumer responses during all stages of the consumption process including pre-purchase, consumption, and post-purchase stages.[1][2][3] Pine and Gilmore described the experience economy as the next level after commodities, goods, and services with memorable events as the final business product.[4] Four realms of experience include esthetic, escapist, entertainment, and educational components.[5]

Four realms of customer experience (Pine & Gilmore, 1999)

Different dimensions of customer experience include senses, emotions, feelings, perceptions, cognitive evaluations, involvement, memories, as well as spiritual components, and behavioral intentions.[6][1][7] The pre-consumption anticipation experience can be described as the amount of pleasure or displeasure received from savoring future events, while the remembered experience is related to a recollection of memories about previous events and experiences of a product or service.[8][9][10]