What does it mean?
Customer experience covers the relationship between a customer and an organization over time. Advertising, purchase, onboarding, support, and follow-up can all shape how a customer feels. A product's interface is an important touchpoint, but it is not the entire customer experience.
Make it concrete.
Imagine a banking app with a smooth loan form but weeks of confusing emails and phone calls afterward. Improving the form alone will not resolve the customer's frustration.
A common mistake.
Equating a beautiful screen with a good overall customer experience while ignoring service handoffs.
When should you use it?
When customer complaints span multiple teams, channels, or stages of the relationship.
Why keep this thought?
Looking across touchpoints helps teams fix the experience rather than one isolated screen.
Explore the source.
Nielsen Norman Group — UX Disciplines: Glossary ↗An editorial interpretation of the linked source, not a direct quotation or endorsement.