BX, or Business Experience, refers to the overall interaction and engagement a customer has with a company throughout their journey. This includes every touchpoint, from initial awareness to post-purchase support. A positive BX can lead to customer loyalty and repeat business. Companies often focus on enhancing BX by improving customer service, streamlining processes, and personalizing experiences. Tools like customer relationship management (CRM) systems and data analytics are commonly used to gather insights and tailor offerings to meet customer needs effectively.