The customer journey can be divided into three stages: pre, during, and post-purchase / consumption. Research has shown that the combination of NPS (Net Promoter Score) and CSAT (Customer Satisfaction) influences customer decisions by only 2%, while EXQ (Experience Quality) influences decisions by 86%. Therefore, it is advisable to focus on improving EXQ. The in-purchase and post-purchase experience are the most important factors that determine EXQ, and its tools are word-of-mouth sharing and loyalty.
