Customer experience (CX) is the overall perception or feeling that a customer has about a brand, product, or service based on their interactions and experiences with the company. It encompasses every touchpoint a customer has with a company, including marketing, sales, customer service, and product usage. Companies strive to create positive customer experiences to build brand loyalty, increase customer satisfaction, and ultimately drive business growth. Research in this area involves understanding customer behaviors, preferences, and needs, as well as identifying ways to improve the overall customer journey and experience.