Why is CX important for agencies today?

Understanding the importance of CX and Brand Building.

Connected and Complete: Modern Brand Planning

Introduction
Over the past 15-plus years, experience has become increasingly central to successful brands and for the marketers who manage them. According to Forrester, 84% of firms aspire to be a CX leader, but only 1 in 4 have made aligning the brand promise and CX vision a marketing priority.

In large organizations, brand and experience are separate and often siloed teams; one set of people, processes, and tools focuses on making a compelling brand promise via engaging communications, and a separate team focuses on delivering the brand promise via enjoyable customer experiences. And even smaller organizations, where brand and experience share common leadership, struggle to consistently deliver seamless brand and customer experiences.

In this era where brands are more strategically important and financially valuable than ever, brands can no
longer afford to risk a poor experience breaking a great brand promise or a poor promise underselling a great
experience.

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