Changing Customer Experience Contexts

Chapter 1 of the Implementing a Customer Experience (CX) Strategy Best Practice Guide

Rapidly evolving markets, changing consumer behaviour and new technologies have heightened the need for customer experience (CX) management. This chapter looks at how recent events have transformed CX.

By Neil Perkin

8 minute read

Rapidly evolving markets, changing consumer behaviour and new technologies have made it more important than ever for marketers to focus on customer experience (CX) management. This chapter considers how how recent events have transformed CX, covering:

Customer behaviour: How has the pandemic accelerated change in customer spending behaviour, and what do these changes look like?
The research: Our studies have shown that a strong focus on CX can build competitive advantage, but what characteristics unite these CX leaders?
The opportunity: Investment in CX can also support business resilience in the face of stresses and changing environments. How have some businesses embraced digital to continue delighting customers when stores had to close?