Customer Experience: Australia's New Branding Battleground
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.
Sandy Belford, director at branding agency Principals, said: "Some agencies, when they talk about customer experience, they're talking about marketing touch points. CX, to them, means consistency over these touchpoints. You start...