New Kantar analysis highlights the importance of customer experience in driving brand differentiation and reveals how closing the gap between CX and brand promise can supercharge growth.

There’s a gap?

Customer experience (CX) is central to creating value, and it is even more important in times of crisis when brands need to fight harder for customers. Great customer experience should meet customer expectations across physical and digital touchpoints and deliver your brand’s values in order to drive brand growth.

In the race to digitise, a growing disconnect between brand promise and customer experience means that peoples’ emotional needs are being increasingly undermined or forgotten. And the impact of recession throws into sharp relief the difference between brands whose customer touchpoints are aligned with their brand promise and are therefore, more resilient, versus those who aren’t and subsequently struggle to retain customers. Your brand’s CX may meet the peoples’ functional requirements, which can be great for convenience and efficiency, but limit how well it supports your brand’s equity.

Through high-quality, consistently delivered touchpoint experiences, that provide meaningful encounters and relevant communications, CX and brand can work together to supercharge brand growth.

Using evidence from our global datasets, we uncover the formula that strong brands use to close the gap between brand promise and customer experience and show how the role of CX is fundamental in driving brand differentiation.