Customer experience: Australia's new branding battleground

This article explains a renewed focus on customer experience (CX) in Australia, including the battle between ad agencies and consultancies to stamp their mark, challenges facing the sector, and how Telstra and NAB have integrated CX metrics into their businesses.

Customer Experience: Australia's New Branding Battleground

Brooke Hemphill

Customer experience (CX) will be a major battleground for agencies in 2017, and as agency rivalries rage on, those making a play in the CX space are getting serious.

CX refers to the entire customer experience which includes journey mapping of consumer touchpoints as well as delivering on the experience itself. But in Australia, that's not always been the case.

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