Customers always have an experience - good, bad or indifferent. The challenge is to influence the customer in a way that differentiates this experience and delivers value. Customer Experience has now overtaken price and product as the key brand differentiator. Organisations are fast realising that it pays to focus on delivering excellent customer experiences, companies that are excelling in customer experience are growing their revenues at 4-8% above their market average (Bain & co). This has resulted in almost 90% of companies stating that in 2016, they would be competing primarily on the basis of customer experience (Gartner).
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