Jump to:
Where to start | Essentials | Case studies | Checklist | Further reading

Standout experiences are more critical than ever in today's market landscape. We're in the middle of the experience-business wave right now with customers putting less emphasis on the products they buy from brands and more on the experience they receive. Brands need to transform themselves and the technology they use to address customer centricity and prepare for what is expected to be a competitive differentiator for the foreseeable future.


Customer experience is the complete set of interactions and engagements that a customer has with a brand; these include online touch points like video views, mobile and desktop content consumption, ecommerce transactions and emerging technologies like chatbots and connected IoT (Internet of Things) devices, as well as offline touch points such as in-store, in-branch, outdoor and experiential advertising, and sampling. All of these moments influence the way in which the customer perceives the brand, and ultimately form the lifetime value of the customer to the company.

Where to start