The New Marketing Playbook

chapter 3

Design a compelling ­customer experience

I’m now going to demonstrate how you can create a customer experience that makes a positive emotional impact on your customers, increasing satisfaction, loyalty, advocacy and profit.

At the heart of any proposition lies a customer experience, or CX for short, that enables customers to seamlessly navigate their way through the offering. Most of these experiences are actually rather functional in nature, used simply as a way to get customers to the checkout with as many things in their basket as possible. Creating a simple-to-use navigational experience is important – in fact, it forms the baseline ...