Rethinking experience with positive brand friction

Brian Carruthers

This article addresses at how the various elements of experience are related and can operate together to deliver growth.

Customer experience was rising up the marketing agenda even before COVID-19. Gartner data from late 2019 indicated that customer experience was already one of the top three priorities for CMOs going into 2020, along with revenue growth and product/service innovation.  

The ongoing pandemic has reinforced its importance as marketers turn from short-term fixes to reassessing how customer experience might look in the longer term in the context of new consumer behaviours. (Read Rebuilding customer experience for the COVID-19 recovery.)

Redefining ‘experience’ 

“Marketing has an opportunity to both redefine what experience is and take the leadership around customer experience...

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