Customer Experiences still vary greatly, both between and within businesses. Customers are still treated in a transactional way, instead of a process that actually has a lot more emotional complexity to it. Loyal customers are the key to success, and organisations are understanding more and more that the way to build loyalty is to generate an emotional and personalised experience for their customer base to ensure they truly feel valued. This can be tough, and with board buy-in tougher than ever before, it can be hard to justify spend and time on such initiatives. However, crack it now and you’ll have a competitive edge that will propel your business to success. A must read!

The customer does not care about ancillary revenue or operational processes. Regardless of what works for your business, if your day-to-day interactions with the customer do not place the customer at the forefront of your business culture, you risk losing their trust and business. And with the rise of OTAs, social media and rising weight placed on reviews and word of mouth, losing one customer can quickly become 100. When customers expect more and more from every interaction and benchmark your strategy against their best experiences across any industry, where do CX leaders begin to take control by connecting the whole customer journey?