In 2019, every brand has been racing to master customer experience, and for good reason – a 2018 report by Temkin found that even “a moderate improvement in customer experience (CX) would impact the revenue of a typical $1bn company an average of $775m over three years”. For many businesses, it is one of the areas where they could unlock huge added revenue. However, it is often the area in which brands and their customers heartily disagree on the experience provided. Brands think they are delivering, and consumers think otherwise. But what can brands do to close this gap, where do they start and how do we take CX philosophy and apply it practically?
More than 10 years ago, a Bain study
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