The myth of seamless CX: Understanding the “why behind the buy”

Kiron Kesav

Omnicom’s Kiron Kesav says seamless experiences are a myth and brands should instead shift the focus to experiences that matter.

Is magic real? Depends on who you ask.

Imagine that someone born in the 1850s was to appear in our modern world. For them, everything they witness here would be magic. Even something as simple as walking into a convenience store to buy candy. If asked about their customer experience, they might give it full marks.

However, if a typical modern-day customer purchased the same product from the same outlet, you wouldn't be surprised if you heard at least one complaint about the whole process. Why? With the ample choice, convenience and accessibility around them, the expectation of the...

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