Why it’s all about the experience

In the digital age of instant interaction and immediate feedback, companies are beginning to realise that customers really count

25th October, 2015
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Simon Taylor, chief executive, NCH Pic: Feargal Ward

It is the future of marketing, according to Forbes. The Guardian said that putting it at the heart of a business, rather than dismissing it as unscalable or merely nice to have, sets the business apart. The chief executives of the world’s major companies, such as Starbucks, Target and Amazon, are focused on improving it.

But what is it?

Customer experience, or CX, is a customer’s perceptions – conscious and subconscious – of...

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