Consumers’ expectations from brands they purchase and talk about are now higher than ever. If we want to earn the right to a customer’s transaction, we need to delight them at every stage of their buying journey. The collective sum of these interactions (the marketing, speaking to a sales agent, the way our product arrives in their hands) refers to the customer experience (CX).
Whilst CX is not a new term or concept, it has taken time for the advertising industry to shift and be ready to deliver on these experiential consumer expectations. Not only should we always be thinking customer-centric first, but brands also need to deliver positive experiences that are tailored at every touchpoint and
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