{"id":85677,"date":"2025-07-16T13:29:40","date_gmt":"2025-07-16T13:29:40","guid":{"rendered":"https:\/\/mailrelay.com\/glossary\/cx-customer-experience\/"},"modified":"2026-10-26T21:10:36","modified_gmt":"2026-10-26T21:10:36","slug":"cx-customer-experience","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/cx-customer-experience\/","title":{"rendered":"CX, customer experience"},"content":{"rendered":"\n

Customer experience (abbreviated as CX)<\/strong> refers to all the interactions a customer has with a brand, and their perceptions of it, throughout the purchase process and after-sales.<\/p>\n\n

In the context of email marketing<\/a>, CX covers everything from how the design and content of an email are perceived<\/strong> to how easy it is to navigate the website the customer lands on after clicking a link in the email.<\/p>\n\n

This experience can have a significant influence on customer satisfaction and brand loyalty.<\/p>\n\n

Therefore, optimizing CX in your email campaigns is useful<\/strong> for fostering a positive relationship with customers.<\/p>\n\n

Differences between CX, UX and customer service<\/h2>\n\n

These three concepts are often confused. Customer experience includes the other two:<\/p>\n\n

<\/th>What it covers<\/th>When it happens<\/th>How it’s measured<\/th><\/tr><\/thead>
CX (customer experience)<\/strong><\/td>The customer’s entire relationship with the brand<\/td>At every touchpoint: ads, website, emails, purchase, delivery and after-sales<\/td>NPS, CSAT, CES, churn rate<\/td><\/tr>
UX (user experience)<\/strong><\/td>Using a product, a website or an app<\/td>When the customer uses the website, the app or the product<\/td>User testing, tasks completed, time taken to complete them<\/td><\/tr>
Customer service<\/strong><\/td>The help the customer gets when they ask for it<\/td>When they have a question or a problem<\/td>Response time, issues resolved, CSAT<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

An easy-to-use website (good UX) and fast support (good customer service) help, but they’re not enough. If emails arrive late or have nothing to do with what the customer bought, the customer experience still suffers.<\/p>\n\n

\"CX,<\/figure>\n\n
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Take care of your customers’ experience in every email<\/strong><\/p>\n\n\n\n

Send each customer the message they need at the right time, with segments and automations. Get started for free with Mailrelay.<\/p>\n\n\n\n

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How the focus on customer experience has evolved<\/h2>\n\n

Originally, companies focused mainly on the product or service they offered<\/strong>, without paying much attention to the customer’s overall experience.<\/p>\n\n

Over time, however, this approach has evolved.<\/p>\n\n

Today, especially in the digital age, CX has become a central part of companies’ strategy.<\/p>\n\n

Competition in almost every sector is fierce<\/strong>, and a positive CX can set a brand apart from its competitors.<\/p>\n\n

Companies that have adopted this mindset and started investing in improving CX<\/strong> often see improvements in customer retention, in new customer acquisition and in customer lifetime value<\/a>.<\/p>\n\n

How to measure customer experience<\/h2>\n\n

There are three metrics that are used almost every time. All three are measured with a single-question survey:<\/p>\n\n

Metric<\/th>Question<\/th>Scale<\/th>How it’s calculated<\/th><\/tr><\/thead>
NPS<\/a> (Net Promoter Score)<\/td>“How likely are you to recommend us to a friend?”<\/td>From 0 to 10<\/td>% of promoters (9 and 10) minus % of detractors (0 to 6). Ranges from -100 to 100<\/td><\/tr>
CSAT (Customer Satisfaction Score)<\/td>“How satisfied are you with\u2026?”<\/td>From 1 to 5<\/td>% of responses with 4 or 5<\/td><\/tr>
CES (Customer Effort Score)<\/td>“Did you find it easy to\u2026?”<\/td>From 1 to 7<\/td>Average of the responses<\/td><\/tr><\/tbody><\/table><\/figure>\n\n

NPS example:<\/strong> 200 customers respond. 120 give a 9 or 10 (60% promoters) and 30 give 0 to 6 (15% detractors). Your NPS is 60 – 15 = 45.<\/p>\n\n

NPS was created by Fred Reichheld (Bain & Company) in 2003, and CES was introduced in 2010 by the consulting firm CEB, now part of Gartner. Besides surveys, it’s worth looking at what customers actually do: the churn rate<\/a>, how many buy again and customer lifetime value.<\/p>\n\n

\"How<\/figure>\n\n

Keys to customer experience in email marketing<\/h2>\n\n

When working on CX in email marketing, there are several aspects to keep in mind:<\/p>\n\n