Customer experience

What is customer experience?

Customer experience refers to the sum of the emotions, perceptions and interactions a consumer experiences throughout their journey with a brand, from discovering a product or service to after-sales support. It covers every touchpoint — digital, physical or human — and directly influences satisfaction, loyalty and recommendation.

A successful customer experience rests on six pillars:

• Effort: simplifying interactions to reduce friction.
• Emotion: creating an emotional bond with the brand.
• Expectations: keeping the promises made to the customer.
• Control: letting the customer personalize their experience.
• Trust: guaranteeing reliability and transparency.
• Resolution: effectively solving any problems encountered.

In an omnichannel context, the quality of the customer experience depends largely on the consistency of product information. A PIM (Product Information Management) 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 customer experience is a strategic lever: it differentiates the business, builds customer loyalty and generates positive word of mouth. By combining active listening, personalization and tools like PIM, companies turn every interaction into an opportunity to create value.