Winning customer experience visions should be centred on authenticity and delivering on the brand promise.
According to a Forrester report on customer experience (CX), companies that deliver authentic experiences to their consumers, which are anchored by the brand and its vision, outperform not only competitors within their own categories, but also gain the trust of their customers – a feat that is becoming increasingly challenging in today’s climate.
Source : Customer experience and the brand need to become two parts of the same equation
