The importance of customer experience (CX) and the business benefits it can generate is now widely recognised. It is clear that CX has become a significant issue for many companies, yet so far, few have been able to deliver the kind of experiences that strengthen the customer relationship.
There are many reasons for this.
The most important thing, in our view, is that customer satisfaction, if achieved merely by meeting expectations and resolving problems, is not enough to make customers want to return, share their experience, spend more, and recommend a brand. It is often tempting – and obviously important – to focus on correcting pain points, such as simplifying the customer journey. But that may not be enough, especially given that some players (e.g. pure digital players) excel in this area.