Experiência do cliente[1], often abbreviated as CX, is an integral aspect of successful businesses and is the subject of this text. It refers to the perception, emotions, and reactions that a customer[2] has while interacting with a company and its products or services. This concept evolves over time, influenced by changes in the competitive landscape and customer expectations. The design of a customer experience involves careful planning and intentional creation of interactions that are meaningful and valuable to the customer. This includes everything from the physical surroundings to the emotional resonance of the interaction. The management of customer experiences, also known as Customer Experience Management (CEM), is a crucial business strategy that tracks and oversees all customer interactions to ensure satisfaction and loyalty[3]. Monitoring and optimizing these experiences, understanding the factors that contribute to satisfaction or dissatisfaction, and recognizing the impact of different environments and techniques are all key elements of effective customer experience management.
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Experiência do cliente is the totality of cognitive, affective, sensorye behavioral customer responses during all stages of the consumption process including pre-purchase, consumption, and post-purchase stages.
Different dimensions of customer experience include senses, emotions, feelings, perceptions, cognitive evaluations, involvement, memories, as well as spiritual components, and behavioral intentions. The pre-consumption anticipation experience can be described as the amount of pleasure ou 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.