The feelings of a customer generated by his or her interactions with a supplier’s employees, systems, channels or products.

You’ve decided to purchase a new SUV. You’re not sure which brand or model you want, you just know you want an SUV.

To make your choice, you compare a few options on each of the brand’s websites. After comparing, you decide you want to purchase a 2017 Nissan Rogue.

You head down to the dealership and chat with a few sales reps to learn more about your new car. Armed with all there is to know about the 2017 Nissan Rogue, you make the purchase and head home.

This entire journey is what we call Customer Experience, or CX. It refers to all the different interactions a user has with a brand through its different channels and products, and how a user feels about them. It has a profound impact on brand trust. Similar term: service design.