Customer experience, sometimes abbreviated to CX, is the totality of
cognitive
Cognition is the "mental action or process of acquiring knowledge and understanding through thought, experience, and the senses". It encompasses all aspects of intellectual functions and processes such as: perception, attention, thought, ...
behavior
Behavior (American English) or behaviour (British English) is the range of actions of Individual, individuals, organisms, systems or Artificial intelligence, artificial entities in some environment. These systems can include other systems or or ...
al responses of a
customer
In sales, commerce, and economics, a customer (sometimes known as a Client (business), client, buyer, or purchaser) is the recipient of a Good (economics), good, service (economics), service, product (business), product, or an Intellectual prop ...
during all stages of the consumption process including pre-purchase, consumption, and post-purchase stages.
Different dimensions of customer experience include senses, emotions,
feeling
According to the '' APA Dictionary of Psychology'', a feeling is "a self-contained phenomenal experience"; feelings are "subjective, evaluative, and independent of the sensations, thoughts, or images evoking them". The term ''feeling'' is closel ...
s,
perception
Perception () is the organization, identification, and interpretation of sensory information in order to represent and understand the presented information or environment. All perception involves signals that go through the nervous syste ...
s, cognitive evaluations, involvement,
memories
Memory is the faculty of the mind by which data or information is Encoding (memory), encoded, stored, and retrieved when needed. It is the retention of information over time for the purpose of influencing future Action (philosophy), action. I ...
, as well as spiritual components, and behavioral intentions. The pre-consumption anticipation experience can be described as the amount of
pleasure
Pleasure is experience that feels good, that involves the enjoyment of something. It contrasts with pain or suffering, which are forms of feeling bad. It is closely related to value, desire and action: humans and other conscious animals find ...