Research by Bain & Company revealed a significant difference in perceptions between what executives think about the experience that they provide customers, versus what customers think about the experience that they receive. They found that whilst 80% of companies believe they deliver “superior experiences,” only 8% of customers agree. To be effective, a customer experience strategy must be aligned across the organisation and encompass all customer touch points.
However, with a rapidly evolving shift in how to communicate with customers, and how customers choose they brands they buy, we have to evolve the approach to building brands.
Our Experience Lead, Tom Belt discusses how brands can identify and maximise growth by focusing on the experiences that matter most to customers.
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