For any business, the goal is to continue attracting new customers and retain existing ones, all the while ensuring increased customer satisfaction and revenue (not always in this order). Customer experience, or CX, is a crucial part of that; and my has it changed. Rather than a “one-and-done” model where a customer visits your store, website, or app, customer engagement is now ongoing and dynamic. There are innumerous touchpoints where customers can engage with your brand—website, app, social media, chatbots, and calls centers—and their CX opinions are impacted and formed based on the sum of those parts.