How can brands make sure that their customer experience (CX) is different to competitors? Great customer experiences have a direct impact on business value, driving both revenue and cost savings.

Brands are no longer competing simply on the quality of their products and services. In a world where 60% of UK millennials prefer to spend their money on experiences rather than on ‘material things’, brands are also now competing on the uniqueness of the experience they deliver to customers.

In this context, customer experience (CX) has become one of the key differentiators in business today, unlocking huge growth potential for those brands that get it right. Or as Clayton Christensen, the renowned Harvard professor and management guru, puts it: “If we put in place experiences that the consumers need, that’s where differentiation occurs and that’s the place where the customers decide to buy my product vs. your product. It’s not by making a better product; this is very easy to copy.”