Customer experience: definition, interests and challenges

What is customer experience?

Customer experience refers toall the emotions, perceptions, and interactions experienced by a consumer throughout their journey with a brand, from discovering a product or service to after-sales service. It encompasses every point of contact, whether digital, physical, or human, and directly influences satisfaction, loyalty, and recommendation.

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A successful customer experience is based on six pillars:

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• The effort: simplifying interactions to reduce friction.
• Emotion: creating an emotional attachment to the brand.
• Expectations: honor the promises made to the customer.
• Control: allowing customers to personalize their experience.
• Trust: ensuring reliability and transparency.
• Resolution: effectively solving problems encountered.

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In an omnichannel environment, the quality of the customer experience largely depends on the consistency of product information. A PIM Product Information Management) system plays a key role here: by centralizing and enriching product data, it ensures accuracy and consistency across all channels (e-commerce site, marketplaces, catalogs, etc.). This builds trust, reduces returns, and improves customer satisfaction.

For brands, investing in the customer experience is a strategic lever: it differentiates the company, builds customer loyalty, and generates positive word of mouth. By combining active listening, personalization, and tools such as PIM, companies transform every interaction into an opportunity to create value.