There is real concern for the risk artificial intelligence (AI) poses for job security. At the same time, AI’s biggest fans get excited about the time-saving potential it affords.

For brands, a key part of the value-exchange is about building trust – consistently meeting the expectations set up by their brand promise. And importantly, Kantar data shows there is a commercial benefit to being well trusted.

In inflationary times, difference is the ultimate competitive weapon, and Kantar data shows not only does difference allow brands to command a price premium, it makes them less substitutable too.

The average customer’s path to purchase involves multiple interactions across multiple touchpoints. A brand’s website, the store experience, brand advertising, online reviews, word of mouth – these all contribute to a customer’s overall experience of a brand and propensity to buy.

In summary: How to win in CX

Don’t get left behind, embrace the efficiencies it affords, and free up your people to drive even better customer outcomes.

Earn and keep your customers’ trust by fulfilling your brand promise at every opportunity.

Translate your unique brand vision into a set of experiences that help you win the moments that matter most.

Consider experiences holistically, invest in your brand where it matters most, and listen to and act on customer feedback, always.