Customer experience isn’t just online—it’s everywhere, and it’s influencing my purchases.  

Since late last year, I’ve been entrenched in a multi-year project that is all about improving online customer experience (CX) for one of my clients. Before then, I associated most all things “X” (CX, UX) with technology, but that’s really only one form of experience delivery.

I just made a trip to Atlanta to visit this particular client and found myself immersed in customer experiences along my journey. Each of these touchpoints influences my feelings about the airport, the airline and the car rental company, and whether I’ll do business with them again.

Your customers are evaluating their experience with you in much the same way, so it’s worth paying attention—and making changes as needed.