How TUI and Marks & Spencer drive effectiveness via the customer experience

This article explains how package holiday company TUI and the UK fashion and food retailer Marks & Spencer use customer experience (CX) as an effective growth tool.

How TUI and Marks & Spencer drive effectiveness via the customer experience

Brian Carruthers

Customer experience is an effective growth tool, according to Rich Bryson, Group Client & Proposition Director at Brand Learning. "Customers are incredibly uncompromising: they demand an outstanding experience from every single interaction," he said, from the communications to the product experience to service to sales. "If you get it right it's going to drive loyalty, it's going to drive advocacy, purchase intent, higher prices - and growth."

He made this assertion at IPA Effectiveness Week, an event held in London in November 2016, where he revealed...

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