What is the customer experience?

The customer experience is the entire process that a user goes through online – from suspect to lead, from lead to customer and from customer to promoter. This process can be divided into two main stages: the buyer journey and the customer journey. Each stage can be divided into separate phases, depending on the visitor’s intention.

A website can contain different customer experiences, depending on the number of target groups or personas. Each persona goes through its own buyer journey and customer journey.