Customer experience has become a key driver of purchasing behavior. In fact, as most C-suite executives at consumer brands will tell you, it’s the key driver.
According to a recent report from PwC, 73% of consumers rate experience as an important factor in their purchase decisions. That means that many of those purchase decisions this year will be made based on customer experience rather than price, quality or advertising. Even incremental improvements in customer experience can lead to outsize revenue gains for brands, according to a recent study from Qualtrics XM.
But what exactly do those incremental improvements entail? What do customers really want from brands? Answering these questions means thinking broadly about all facets of the customer experience.
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