Investing in experience.

How six companies are turning return on experience into the next ROI.

Maybe it’s the neighbourhood corner shop where the owner knows your name, or a go-to restaurant where the waiter already knows your order. Whether we’re shopping for shoes online or standing in the checkout queue, we all have a short list of favourite brands. Places that value us. Companies that get us. Shopping experiences that make discovering and ordering feel effortless. And we ultimately place our loyalty with companies that put experience first.

Today, customer experiences are going digital to keep pace with a growing generation of digital-first customers. Consider this: According to the Econsultancy 2021 Digital Trends Experience Index, B2C companies saw a 63 percent increase in digital customers in 2020. B2B companies weren’t far behind, with a 57 percent increase. But the rise of digital doesn’t diminish the importance of providing incredible customer experiences. In fact, the opposite is true – with more digital customers come higher expectations. This underscores why personalisation ranks as one of the top priorities for marketers among emerging marketing capabilities. Customers now expect great experiences across all channels.

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