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 recent research by Brand Learning in this area - Join up to stand apart, a study of 160 global organisations. "What we found was that a joined-up, differentiated customer experience was a top hallmark of growth-driving organisations versus laggards."