Customer experience and the brand need to become two parts of the same equation
Winning customer experience visions should be centred on authenticity and delivering on the brand promise
According to a Forrester report on customer experience (CX), companies that deliver authentic experiences to their consumers, which are anchored by the brand and its vision, outperform not only competitors within their own categories, but also gain the trust of their customers – a feat that is becoming increasingly challenging in today’s climate. The report, entitled “Root your CX vision in your brand” by Ryan Hart and Dipanjan Chatterjee, emphasises the importance of aligning CX strategy and the brand saying: “CX vision must link the brand promise and the experience that substantiates that promise.” Consumers’ need for authentic brand experiences is not new; however, increasingly, authenticity is the result of a CX vision that takes its tone from the values that describe the brand and its purpose in the lives of its consumers. According to the report, the leaders in Forrester’s customer experience index are those brands that deliver experiences that link to their values and are gui...
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