What does the term 'customer experience' encompass in marketing?

The term 'customer experience' encompasses all interactions a customer has with a brand, which is why this answer is correct. This includes every touchpoint throughout the customer journey, starting from the first encounter with the brand—whether through advertising, social media, or word-of-mouth—to the buying process, and extending even beyond the purchase through customer service interactions and brand loyalty initiatives.

A comprehensive framework of customer experience highlights the importance of creating a cohesive and positive perception of the brand at every stage. By addressing all interactions, companies can better understand customer needs and improve their strategies to enhance satisfaction and loyalty.

In contrast, focusing only on the product purchased ignores the broader context of consumer interactions and neglects critical factors such as customer service, brand perception, and ongoing support, which significantly contribute to overall customer satisfaction. Research on customer demographics is useful for targeting and segmentation purposes but does not directly define the customer experience. Similarly, considering only post-purchase feedback offers a limited view, as it excludes the critical elements of pre-purchase and during-purchase experiences that also shape customer perceptions.