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Customer Experience: The New Competitive Advantage for Companies That Want Their Customer at the Center of Their Business
Abstract
The impact of increasing advancement in digital technologies is driving massive changes in contemporary business enterprises affecting every dimension of society, especially the way individuals buy, research, and interact with one another and with leading brands. This chapter explores case studies of specific leading brands to illustrate this principle with the purpose of better understanding how end-to-end customer experiences (CXs) can be maintained and improved. It begins with a detailed example of the cost of not adapting to the evolving changes in consumer behaviour, specifically the expectations of new generations of “digital natives” with a focus on the user experience (UX). This is followed by an analysis of six customer experience (CX) principles that deliver value, relevance, and superior CXs. Finally, this chapter highlights the importance of embracing a holistic customer-centric culture and offers valuable considerations for businesses seeking to make customer experience their new competitive advantage.
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