Why CX measurement is critical now for the future of brand performance

by 4As Chick Foxgrover

When it comes to building sustainable brands today, customer experience has become as important as messaging and media planning, writes the 4As Chick Foxgrover. Here’s what you need to do create and measure excellence in customer experience.

Customer experience (CX) impacts many business-critical functions, from the ability to generate revenue and reducing costs, to mobilizing employees and fostering customer loyalty. As CX continues to offer advanced competitive advantages for those who prioritize what it can offer, every agency can and should gain an understanding of any client’s holistic omnichannel customer interaction ecosystem – a core capability of its strategic process and business development planning.

CX as we know it is the product of the digital transformation of business and personal life. Amid the onset of the pandemic, the field has rapidly grown in importance for all commerce and continued to evolve with feverish new visions of even more immersive virtual worlds of the metaverse and crypto-based economies.

Read more in The Drum.