ITIL 4 Foundation Practice Exam

What does customer experience (CX) refer to?

1. Only the functional interactions with a service

2. Any interaction between staff and customers

3. The sum of functional and emotional interactions with a service

4. Customer feedback and surveys

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

Customer experience (CX) refers to the sum of both functional and emotional interactions a customer has with a service throughout their journey. This holistic perspective recognizes that customers do not just engage with a service at a transactional level; rather, their overall impression is shaped by every aspect of their experience — from the usability of the service to the emotional responses elicited during interactions. Functional interactions relate to the practical, usability, and performance aspects of a service, such as whether it meets the customer's needs or operates effectively. However, emotional interactions encompass feelings and perceptions that arise during the entire customer journey, including satisfaction, frustration, or loyalty. This interplay between functionality and emotion is crucial, as it helps businesses understand how to enhance the overall customer experience. In comparison, the other options fail to capture the full spectrum of customer experience. Focusing solely on functional interactions overlooks the emotional aspect that influences customer perceptions. Considering only interactions between staff and customers neglects the broader context of any service-related engagement. Limiting CX to customer feedback and surveys does not encompass the entire experience, as it excludes the day-to-day interactions and feelings that contribute to the customer’s overall satisfaction.