EffWeek 2019 - The value of experience

Customer experience is a battleground for brands. Almost 90 per cent of companies say they primarily compete on the customer experience they offer, and businesses increasingly look to this area to help them grow.

But how do brands measure this key metric?

Simon James, International Data and AI Lead, Publicis Sapient, presents the evidence from a study measuring the contribution of customer experience in the financial services category.

The research set out to estimate the business and brand impact of customer experience (CX), understand how CX adds value and develop an approach for calculating the payback from CX investment.

It identified three key metrics of reputation stock, experience stock and net customer growth, arguing that experience – above all, digital experience – was by far the driver of value in the category.

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The last best experience that anyone has anywhere, becomes the minimum expectation for the experience they want everywhere.

Bridget van Kranlingen, IBM
Last updated 01 May 2024