Customer experience (CX) is the new normal for today’s brands.

Whereas purchase used to be many companies’ sole goal, brands have recognized the immense value of repeat customers and are starting to prioritize the comprehensive experience over a transaction. However, the actions some businesses take to improve their customer experiences and develop stronger, long-term relationships show they don’t fully understand what shoppers value.

According to a recent Forrester report, brands may think they are improving CX, but they continue to miss the mark.

In fact, 84 percent of brands included in Forrester’s U.S. Customer Experience Index earned “OK” scores or worse from customers in 2015.

Considering consumers’ more complex and personal expectations for experiences today, an OK experience does not translate to high-value relationships. Instead, brands must revisit their understanding of what consumers consider a positive brand experience.

While businesses may think they know their target audiences, the reality is that brand-consumer relationships are changing quickly, and in unexpected ways. Although brands have been able to quantify consumer behavior with big data trends and other improvements to consumer analytics, these metrics do not get to the heart of what customers are feeling emotionally

Read all: Emotion and Customer Experience: Connecting Feeling With Your Bottom Line | CustomerThink

My point of view: as often stated, therefore one needs design thinking.

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