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Customer experience (CX) is the sum of all the interactions a customer has with an organisation, from start to finish. It includes every touchpoint, from the customer's first impression of the brand to the way they are treated when they make a purchase, to the support they receive after the sale.

CX is important to all types of organisations, from businesses to government entities to schools and hospitals. Customers come in all shapes and sizes, from consumers and buyers to employees, citizens, students and patients and every customer interaction is an opportunity to create value and build a relationship.

Businesses that understand the importance of CX are investing in identifying and leveraging customer behaviours that drive value. They are recognising that CX is a critical differentiator and that it can play a pivotal role in driving business growth.

By identifying the behaviours that contribute to positive financial outcomes, businesses can create win-win scenarios where better experiences produce economic value and satisfied customers.


1. Set a clear goal for CX and make sure everyone in the company is focused on it. Identify what your customers value most and how CX can help you achieve your financial goals. Create a plan to make CX the heart of your business.

2. Understand what your customers need and want, and design your products, services and processes accordingly. Launch these changes on a large scale to make a big impact.

3. Leaders need to drive change by making sure everyone in the company is aligned with the customer-centric vision. This includes providing training, investing in technology and measuring and rewarding CX performance.


Customer journeys are the end-to-end experiences customers have with your company. They include everything from onboarding to resolving issues to upgrading products.

Focusing on customer journeys as well as individual touchpoints can lead to stronger business outcomes. For example, customers are more satisfied when the entire journey goes well, and they are more likely to recommend companies & convert that get the journey right.

When creating your customer journey, we focus on these three things:


Put yourself in your customers' shoes and understand their journey.


Redesign customer interactions around their needs.


 Make the transition to prioritising journeys a company-wide effort.


Loyalty programs are essential for building relationships with customers in the digital age. But two-thirds of them fail. Here are seven elements that we employ, that can help your loyalty program succeed:

1. Offer customers incentives.

2. Identify new customer segments and find ways to improve redemption rates.

3. Partner with other businesses to offer more rewards and experiences.

5. Measure success based on engagement.

6. Segment customers into manageable groups.

7. Personalise and test different loyalty offers for each customer segment.

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