It's pretty easy to describe a good customer experience. In some cases, it starts with being greeted when you walk into a shop, or getting a friendly human on the phone in a short amount of time, or smoothly maneuvering through a pleasingly designed website.

Next, there's the product or service. When either is of good quality for the price, you generally form a favorable opinion and are likely to become a repeat customer.

These elements combined form the total customer experience and its importance can't be overstated. Especially if your company is one that does a majority of its business online; a place where you have but an eyeblink to prove to a stranger that you're worth their time and that you can offer them a positive customer experience.