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The user experience refers to how users perceive their interactions with products, services, and companies. Was their experience enjoyable, satisfying, and easy? Or were they confused, frustrated, and disappointed? The user experience can impact a user's willingness to make another purchase with a company, eagerness to recommend a company, or likelihood of switching to a competitor. According to the Forrester Customer Experience Index, from 2007 to 2012, user experience leaders had a 43% gain in returns compared to user experience laggards who saw a 33.9% decrease.

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