ITIL 4 Foundation Practice Exam

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What does customer experience (CX) encompass?

The physical interactions with a product
The sum of functional and emotional interactions with a service
The feedback provided by customer surveys
The level of customer satisfaction

The correct answer is: The sum of functional and emotional interactions with a service

Customer experience (CX) is best defined as the sum of functional and emotional interactions with a service. This definition captures the holistic nature of CX, which goes beyond just how a customer engages with a product or service. In this context, functional interactions refer to the practical, tangible aspects of the service – how well it performs, the efficiency of the process, and the usability of the features provided. On the other hand, emotional interactions involve how the customer feels throughout their journey, which can be influenced by factors like customer service interactions, branding, and overall sentiment towards the company. Taken together, these interactions create a comprehensive view of the customer's relationship with the service, impacting their overall satisfaction and loyalty. Understanding this encompassing nature of customer experience assists organizations in developing strategies that enrich both the functional and emotional aspects, ultimately leading to a more positive customer journey.