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Beyond customer satisfaction

Peter Aitken | 05/19/2025

To stay competitive in today’s evolving marketplace, businesses must look beyond traditional customer satisfaction (CSAT) metrics and prioritize customer experience (CX) as a catalyst for brand growth. Research shows that experiences contribute more to brand strength than advertising alone. Brands that achieve sustainable growth and pricing power are those that strike the right balance between meaningful relevance and distinctive difference, a dynamic seen in the contrasting strategies of companies like Starbucks and ALDI.

This white paper offers a strategic framework for understanding how CX drives brand equity and long-term success. As consumers become more selective and values-driven, creating experiences that resonate deeply and stand apart is no longer optional - it’s essential. The brands that invest in crafting meaningfully different experiences won’t just capture attention today. They’ll build lasting impressions that endure for decades.

Learn about:

  • Difference as the best predictor of a brand’s growth potential.
  • How the strongest brands meet real customer needs in distinctive ways.
  • The six elements of the Meaningfully Different Experiences framework.
  • Measuring experience through the same lens as brand.
  • The three elements of experience that will help brands thrive.
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