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Customer experience is the driving force behind every business, as it gives companies a competitive edge that earns loyalty and attracts new customers. However, getting it right can be a challenge, particularly as there is uncertainty about what the term really means and how to go about achieving it.

Customer experience has been described as a holistic perception of an experience and the results from every interaction a customer has with a business (https://www.hotjar.com/customer-experience/). Based on this, it means meeting customer’s expectations at every touchpoint along the customer journey. Each touchpoint needs to be viewed as its own customer experience...

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