Brands are competing hard for customers’ attention in an omni-channel world with more consumer touchpoints than ever before. To that end, how brands think about customer experience (CX) is changing; it has to be a strategic priority for businesses, considered an investment and not a cost and championed by marketers with true customer-centricity. Delivering positive customer experience is a way for brands to build and stand out in an age of stagnant sales growth and product commoditisation.

Definition

Customer experience (CX) is the complete set of connections and interactions that a customer has with a brand both online and offline via a multitude of touchpoints. Online touchpoints include video views, mobile and desktop content consumption, social media, e-commerce transactions, chatbots and connected IoT (Internet of Things) devices. Offline touchpoints include in-store, in-branch, outdoor and experiential advertising, and sampling. All of these interactions influence the way in which the customer perceives the brand.

Key Insights

1. Customer experience a key focus for brands but still work in progress