Customer experience (CX) has overtaken price and even product as the number one driver of brand preference.
In the US, 1 in 3 customers will leave a brand they “love” after just one bad experience, while 92% would completely abandon a company after two or three negative interactions. How many brands could suffer the loss of a third of their customers overnight?
PwC also found that 65% of consumers find a positive experience with a brand to be more influential than great advertising.
Yesterday's Future
The myth of customer loyalty and the heart of true experience
Again and again, the facts
show that leaders in CX
outperform others in their
market. But 95% of CX
programs fail to deliver
financial outcomes.
In this report, Richard Palmer, Strategy Lead, EMEA, breaks down how businesses can lead with CX in four thought-provoking sections:
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- The state of yesterday
- Loyalty is a myth
- Make it with love
- Identifying opportunity
About the Author
Richard Palmer is a passionate strategist with a wealth of experience in brand and communications strategy, and digital transformation. He has worked with some of the largest brands and organizations in the world, leading the global Shell Retail and Fuels communications strategy across 44,000 forecourts, repositioning the Olympics consumer brand, and directing digital change programs for the likes of Ernst & Young, Capita, and WaterAid. Richard leads the strategic disciplines across the EMEA region at Appnovation, championing a new approach to strategy, “integrated experience planning” - creating experiences that people want and businesses need. In life sciences, Richard has worked for a number of years with a variety of brands and organizations including Sanofi, Bayer, Reckitt, and Boehringer Ingelheim.