Customer experience (CX) basics: Strategies and real-world examples.

Adobe for Business Team

10-17-2025

Professional seated at a desk with digital overlays showing a personalised offer and marketing spend breakdown across key channels.

Customer experience (CX) is the sum of every interaction a customer has with your brand — and how they feel about those interactions. In B2B environments, experiences are often more complex, involving longer buying cycles, multiple stakeholders and continuous proof of value. Yet expectations remain high. Customers want seamless, personalised and reliable experiences across every channel and touchpoint.

Delivering this consistently requires alignment across marketing, sales, product and service teams, supported by technology that unifies data, orchestrates journeys and measures outcomes. Done well, customer experience becomes more than an initiative — it’s the differentiator that drives loyalty, growth and lifetime value.

This post will cover:

What is customer experience?

Customer experience is every interaction a customer has with your company across all channels and departments — from the first touchpoint to contract renewal and beyond.

In B2B contexts, this includes marketing, sales, procurement, onboarding and support. Each touchpoint shapes perception and sentiment, ultimately determining whether stakeholders view your brand as reliable, responsive and value driven.

CX is more than a checklist of actions. It encompasses feelings, impressions and expectations. Every website visit, support call or product demo has the power to strengthen — or weaken — the relationship.

Why is customer experience important?

In competitive markets where products and services can feel interchangeable, customer experience is the deciding factor. It affects sales, retention, brand loyalty and customer lifetime value.

A seamless B2B experience accelerates time-to-value, creates internal champions and unlocks cross-sell and upsell opportunities. A poor experience does the opposite — slowing adoption, eroding trust and increasing churn.

Builds a personal connection.

Customers expect tailored, frictionless interactions. Meeting this expectation strengthens trust and loyalty, turning transactions into relationships.

Shapes reviews and referrals.

Satisfied customers share positive experiences, while dissatisfied ones amplify negative ones. Reviews and referrals carry significant weight in purchase decisions, especially in B2B buying groups.

Encourages brand loyalty.

When customers feel valued, they are more likely to return, advocate and grow with you — reducing marketing costs and increasing ROI.

Examples of customer experience.

Customer experience can take many forms depending on the business and the industry. For example:

What is customer experience management?

Customer experience management (CXM) is the discipline of analysing, measuring and improving every customer interaction.

In B2B, CXM means aligning teams around complex sales motions, ensuring smooth onboarding and continuously demonstrating ROI. It requires unified data, role-based personalisation and cross-departmental visibility to anticipate needs and strengthen relationships.

Technology plays a central role. From marketing automation to customer success platforms, CXM relies on tools that personalise engagement, monitor account health and surface insights that drive proactive action.

What does good customer experience look like?

Good CX doesn’t have to be flashy. It’s about making it simple for customers to achieve their goals while building trust through reliability and responsiveness.

What poor customer experience looks like?

Poor CX often stems from generalised, disconnected approaches. In B2B, this may show up as:

The cost is high. Globally, billions are lost each year due to avoidable churn caused by bad experiences.

Customer experience vs. customer service.

Customer service is a component of customer experience. It focuses on resolving issues and assisting customers at specific moments. CX is broader, encompassing every interaction across marketing, sales, onboarding, support and renewal.

A split graphic comparing customer service and customer experience, with icons and definitions highlighting support vs. engagement strategies.

Both are essential. High-quality service strengthens trust, but a strong CX strategy ensures that trust extends across the entire journey.

Creating a customer experience strategy.

A strong CX strategy requires organisation-wide alignment. In B2B, this means shared KPIs like Net Revenue Retention (NRR), cross-functional playbooks and role-specific messaging for technical users, procurement teams and executive sponsors.

Key elements include:

How to measure and analyse customer experience.

To know whether CX strategies are working, organisations must measure outcomes — and those measurements are most effective when connected, not treated in isolation. Each method provides a different perspective and together they form a complete picture of customer health.

Together, these approaches create a feedback ecosystem — surveys capture perception, KPIs and churn show impact, testing proves what works, frontline feedback explains context and external signals confirm scope. With Adobe for Business — powered by Adobe Experience Platform, Adobe Journey Optimizer, Adobe Analytics, Adobe Target and Adobe Customer Journey Analytics — organisations can connect these signals to refine strategies, close gaps and prove the ROI of CX.

Improve customer experience with a robust platform of tools.

Customer experience is now a business-critical differentiator. Success depends on real-time insights, unified data and seamless co-ordination across teams.

Adobe Experience Platform provides the foundation by unifying customer and account data into real-time profiles. These profiles power personalised engagement across every stage of the journey.

Flowchart showing how Adobe Experience Platform improves customer experience by addressing pain points and optimising journeys.

Together, these solutions help organisations move from disconnected touchpoints to a unified, measurable and scalable customer experience strategy — one that drives loyalty, retention and long-term growth.

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