We’re all consumers and have a seemingly endless choice of brands to shop and engage with but what really makes a customer loyal and coming back for more are the experiences they have. So when we think about the customer experience (CX), we think of traditional sales and marketing touch points along the customer journey. However, many would argue that those collective (digital or in-person) interactions with a company, usually on their path-to-purchase, must be end-to-end and not just focused on the conversion funnel.
