Driving growth by evolving the customer experience

Nevine El-Warraky

The critical step for brands now is to get to know customers all over again, this time at a deeper level than before.

Change is a fact of life, but the events of 2020 provoked more dramatic change than anyone was prepared for — and certainly more than anyone wanted. Seemingly everyone has been navigating the same storm, and the effects of this new reality are varied and will be long-lasting. In some cases, permanent.

Consumer behavior has radically shifted. What started out as innovative customer experience (CX) offerings are now mainstream and insufficient for driving meaningful differentiation. If brands want to ignite growth in a post-pandemic environment, they must reimagine the way they deliver experiences — and that means weaving experience through...

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