Gartner Research

Creating a High-Impact Customer Experience Strategy

Published: 16 January 2019

ID: G00705782

Analyst(s): Customer Experience Research Team

Summary

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.

Table Of Contents

A “Fix-First” Strategy Isn’t Enough to Drive Loyalty

Salient Experiences Are Key to a High-Impact CX Strategy

Our Research/Findings

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

Implications

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

Conclusion

Recommendations

Recommended by the Authors

About This Research

Presentation Deck

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