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The rise of customer-centricity has led to the emergence of novel concepts in the field of marketing. User experience, or UX, is an umbrella term for interactions between a user and a piece of software as well as emotions and attitudes created in the process. Customer experience, also known as CX, refers to an even broader range of concepts – essentially everything that forms customers’ attitudes to a brand. CX is a convergence of the disciplines of marketing, psychology, and consumer behavior.