Why is Customer Experience important to businesses?

In today’s competitive marketplace, businesses are finding it increasingly difficult to differentiate themselves from their competitors. One way to stand out from the crowd is by providing exceptional customer experiences. Customer experience (CX) refers to the overall experience that customers have with a business, from the first interaction to the last.

A positive customer experience can help businesses in numerous ways, and in this brief, we’ll explore the top reasons why CX is crucial to a company’s success.

So, what are the 6 top reasons why Customer Experience is important to businesses?

1. Increases customer loyalty

Customers who have positive experiences are more likely to return to a business and become loyal customers. A loyal customer base can help a business to achieve sustainable growth and success. By providing exceptional customer experiences, businesses can create a positive reputation, which can lead to a loyal customer base.

2. Improves customer retention

Acquiring new customers can be expensive, and businesses should focus on retaining existing customers. Positive customer experiences can help to retain customers and prevent them from switching to competitors. This is particularly important in industries where customers have a choice, such as the retail or hospitality industries.

3. Boosts brand image and reputation

Businesses that provide exceptional customer experiences can benefit from positive word-of-mouth advertising, which is one of the most powerful marketing tools available. Satisfied customers are likely to share their experiences with others, which can lead to increased brand awareness and a positive brand image.

In today’s competitive marketplace, businesses that prioritise customer experience are more likely to succeed and thrive in the long term.

4. Increases revenue

Customer experiences can directly impact a business’s revenue. Satisfied customers are more likely to spend more money, return more frequently, and recommend the business to others. On the other hand, dissatisfied customers are likely to share their negative experiences, which can lead to lost revenue.

5. Helps to understand customers

By focusing on customer experiences, businesses can gain valuable insights into their customers’ needs and preferences. This information can help businesses to tailor their products and services to meet customer demand and stay ahead of the competition.

6. Encourages innovation

Businesses that prioritise customer experiences are more likely to innovate and develop new products and services that meet customer needs. By constantly seeking to improve the customer experience, businesses can stay relevant and competitive in the long term.

Customer experience is crucial to a business’s success – regardless of industry or sector. By providing exceptional experiences, businesses can increase customer loyalty, improve customer retention, boost their brand image and reputation, increase revenue, gain valuable insights into their customers, and encourage innovation.

Customer Experience is one of the nine capabilities of the customer-led organisation.

We cover off this and more in our new book coming out in May 2023 titled ‘Leading the Customer-led Revolution’.  

If you’re not yet on the wait-list, don’t suffer FOMO – get in the know here.


A globally accomplished strategy professional, Sueanne is passionate about connecting businesses with the ultimate reason they exist: their customers. Her impressive reach has transformed market-leading brands such as lastminute.com, Terry White Chemmart, PPQ, Brisbane Powerhouse, AVIS, Travelocity, Hays Recruitment, Visit Sunshine Coast + Tourism Queensland.

With customer experience in her DNA, she is committed to transforming businesses + regions through aligning people, products + places. Her empathetic + decisive style breaks through business barriers, + brings everybody from board room to back office on the journey.