Published: 16 January 2019
Analyst(s): Customer Experience Research Team
Despite a mandate to create a differentiated and innovative customer experience (CX) strategy that will drive business growth, over 70% of CX leaders struggle to design projects that increase customer loyalty and achieve results. Our research shows an improved product experience is key to success.
A “Fix-First” Strategy Isn’t Enough to Drive Loyalty
Salient Experiences Are Key to a High-Impact CX Strategy
Product Experience Counts Most
No Points For Interaction Excellence
No Additional Gains From Interaction Personalization and Interaction Uniqueness
CX Projects That Enhance the Product Experience Strengthen Customer Loyalty
Product Experience Improvements That Enable Self-Affirmation Help Build Loyalty and Create a Differentiated CX
Creating Salient Customer Experiences That Build Loyalty
1. Build a CX Strategy Rooted in Salience
2. Recognize and Seize Opportunities to Enable Customer Self-Affirmation
3. Develop and Implement Self-Sustaining Practices
Recommended by the Authors
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