Just ensuring a smooth functioning website and efficiency of business processes on the back-end is no longer enough for customer experiences.
You must also make sure your front end processes are functioning well and that your customers are satisfied with your offerings and services.
When a customer is satisfied, they will not only come back but will also become promoters for your business. On the other hand, if they have a negative or dissatisfactory experience, they will switch to your competitors and will also not recommend you to others.