First, let's take a look at our own definition of customer experience:
Customer experience is the experience that a (potential) customer has when purchasing or using products or services from a specific organization. Central to customer experience are the contact moments that the customer has with the organization from which he buys a product or service.
Customer experience is therefore about shaping the best possible experience for the customer. The more pleasant your customer experiences your service, the greater the chance that he will purchase something again or, in the best case, tell those around him about your product/service and the way in which he has experienced purchasing it as pleasant. That's called NPS. The importance of a good customer experience is therefore that it yields results. In addition, if you take a really good look at the customer experience, you can make sure that you really gear your company to what your customer likes. That makes it all really fun.
Streamlined processes = better service