Winning in the era of brand experience

This article is part of a series of articles on winning in the era of brand experience. Read more.

Experience is the new battleground for brands

In the marketing community talk of customer experience (CX) is seemingly everywhere. Research in the WARC 2019 Toolkit rates CX as the main focus area of digital transformation for clients and agencies. CX evangelists are everywhere, from Tim Cook to Jeff Bezos, asserting that Customer experience is the
new marketing.

But how many companies know their return on CX investment? There is a sense that the more you invest in CX, regardless of cost, the greater the financial return. And in the rush to delight customers, normal business disciplines don’t seem to apply.

Certainly, many variables are being measured, but much of these are micro measures – focused on efficiency, customer satisfaction and service delivery. There are major gaps in measurement of brand and business outcomes: