Customer experience (CX) and customer experience design have emerged as important tools in the marketer’s armoury in the quest for customer-centricity. CX design is a valuable tool to help marketers promote loyalty and engagement by systematically managing customers along the path to purchase and repurchase. However, while most organisations believe they have sharpened their CX tools, some customers may disagree. Gartner has found that, despite a mandate to create a differentiated and innovative CX strategy that will drive business growth, more than 70 per cent of CX leaders struggle to design projects that increase customer loyalty and achieve results. Marketers must recognise their customers
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