Customer experience refers to the overall perception a prospect or client forms through every interaction with a business, from initial awareness to long-term partnership. It reflects how consistently a company meets expectations, communicates value, and supports customers across all touchpoints.
In B2B marketing, CX has become a key competitive differentiator. When products and pricing are comparable, the quality of the experience often determines whether customers stay, renew, or advocate for a brand. Buyers now expect the same ease, transparency, and personalisation they encounter in consumer experiences.