Customer Experience

Typically, when people talk about customer experience (CX) they mean traditional sales and marketing touch points along the customer journey (for example, attentive store clerks in attractive stores and simple and beautiful apps and websites). In the past, when executed well, CX investments have yielded good results: customer retention and acquisition, increased sales and loyalty.

But the world has changed. How we interact with brands has evolved and so too has customer experience. Even before Covid-19, digital was already impacting how we all live, shop, work and play—and the pandemic has upended things even more. Many of the consumer behavioral changes we are seeing today are likely to stay with us for a long time, possibly forever. Some have been in motion for years. Many have now been accelerated.

All of this affects customer experience.

Right now, we’re on the brink of an experience renaissance. CX is not going away, but its value proposition is stalling because many of the fundamentals of CX are now commonplace and no longer enough for differentiation and growth. A mandate of every organization must be to deliver exceptional experiences for their customers. This renaissance is galvanizing companies to push beyond the CX philosophy and reimagine their entire business through the lens of experience.