As a result, the way they interact with brands is evolving, and so too is the idea of customer experience. Amid so much upheaval, people are revaluating what’s important to them: 61% of consumers say their priorities keep changing as a result of everything going on in the world. In fact, according to Accenture research, 72% of consumers say that external factors, such as inflation, social movements and climate change, are impacting their lives more than in the past. It’s more than just the COVID-19 pandemic: A non-stop barrage of external life forces-economic, social, political and beyond-is affecting people’s everyday decisions in unavoidable ways. In the past, when executed well, CX investments have yielded good results: better customer retention and acquisition, increased sales and stronger loyalty.īut the world has changed. Typically, when people talk about customer experience (CX) they mean traditional sales and marketing touch points along the customer journey-for example, attentive store clerks in attractive stores, or simple and beautiful apps and websites. Customer experience is the heart of the relationship between a business and its customers.
