3. Customer Experience (CX) and Customer Journey

This chapter delves into the fundamental concepts of Customer Experience (CX) and Customer Journey, highlighting their significance in business-to-business (B2B) contexts. It begins by defining CX and customer journey, emphasizing the differences in how they relate to customer perceptions and interactions. The chapter then explores the major components of CX, including customer expectations, perceptions, and behaviors, and how they interconnect. It also discusses the implications of CX and customer journey in B2B environments, where multiple individuals within an organization influence these experiences. The chapter further distinguishes between linear and reflexive customer journeys, providing insights into how companies can manage these processes effectively. By understanding these concepts, businesses can enhance their customer interactions and create more meaningful experiences, ultimately driving loyalty and satisfaction.