This research discusses all the critical elements that are necessary for creating exceptional customer experience. It is clear that great CX can drive competitive advantage and have a direct impact on the bottom line, but it is necessary to take a holistic view in order to ensure an integrated and joined-up approach. Feedback from contributors […]
With the emergence of new technologies and changing customer concerns, customer experience is ever-evolving. This chapter looks ahead to what customer experiences will look like in the future, including how artificial intelligence and augmented reality will play a role. Contributors to this research highlighted a number of areas that will be significant to the future […]
Customer experience touches all parts of the organisation, but who in the business should take ownership of the strategy? This chapter considers who should own CX, as well as the importance of horizontal collaboration. Who owns CX? There is no one approach to allocating ownership for CX within the organisation. The trend towards more organisations […]
After developing a CX strategy, it is important to measure its impact and continue testing and learning. This chapter provides guidance on how to evaluate and measure CX, as well as a framework for optimising CX. Evaluating and measuring CX Real behaviour vs. claimed behaviour When evaluating and measuring CX it can be useful to […]
Great customer experiences are underpinned by right data and tech stack. This chapter outlines the data and technology setup required to enable them. Data and technology setup to support CX Using a customer data platform (CDP) can transform the ability of organisations to derive value from data in implementing CX strategy. The CDP Institute defines […]
With customers interacting with brands through a variety of touchpoints, both digital and offline, the need to provide seamless omnichannel experiences has never been more important. This chapter outlines the contributors to great omnichannel experiences. The focus on omnichannel CX has never been greater. According to data from PWC, 86% of customers will pay more […]
Understanding the customer – what they seek, how they feel, their pain points – is crucial for the success of any CX strategy. This chapter covers how organisations can use segmentation, customer personas and customer journey mapping to get to know their audiences. Using segmentation and personas Adept use of customer segmentation helps to focus […]
Brands seeking to remain competitive in rapidly evolving markets must put the customer at the heart of their strategy. This chapter defines customer experience, outlines what great customer experiences look like and runs through the critical elements of a CX strategy. The origins of customer experience can be traced back to Gilmore and Pine’s book […]
Customer experience (CX) management has become an imperative for digital marketers. This chapter looks at how events in the past few years, including the Covid-19 pandemic, have changed the game by transforming customer behaviour and expectations. Rapid change and the need to double down on CX Covid-19 has served to accelerate a number of customer-related […]
With the need for organisations to respond to rapidly evolving markets, shifting consumer behaviour, new technologies and higher levels of unpredictability brought on by the pandemic, there has never been a greater focus on CX strategy and execution. These unfolding contexts are bringing a heightened need for customer experience management and implementation to bring real […]
Ledger, executive product manager (sign-in, registration, verification and platforms), shares her approach to the discipline, including experiments with iPlayer, the value of a product roadmap, and the foundations of accessibility.
The purpose of this research is to provide an overview of customer journey mapping and a simple starting point for anyone yet to map out their customer journeys. The research and companion guides linked from this research should provide further information and help around the topic. A list of key takeaways for those yet to […]