10 things to know about measuring and improving CX for brand growth

Customer experience (CX) is the secret sauce that transforms ordinary brands into unforgettable ones, driving loyalty, growth, and lasting customer relationships.

In a recent webinar hosted by CX Network, Kantar unveiled their pioneering methodology for measuring CX – both in the short and long term. The webinar provided actionable insights into how brands can effectively invest in CX to create lasting customer memories and build value.

Here are 10 top lessons from the discussion, augmented by recent industry statistics.

1. CX is the key differentiator in a competitive market

Peter Aitken, head of consumer strategy and insights at Kantar emphasized that customer experience is now the primary differentiator among brands. A recent study by Gartner supports this, noting that 89 percent of companies compete primarily based on customer experience, compared to 36 percent a decade ago. This shift highlights the urgency of investing in CX strategies that resonate with customers.

2. The dual impact of CX: Short-term and long-term benefits

One of the groundbreaking insights from Kantar was the need to measure CX impact both in the short term and over the long haul.

Short-term metrics, like Net Promoter Score (NPS) or Customer Satisfaction Score (CSAT), capture immediate customer reactions. However, long-term measures assess the enduring value of customer relationships – often quantified as customer lifetime value (CLV). Combining both lenses provides a more holistic view of how CX drives brand equity.

3. Emotion is the currency of CX

Kantar’s research underscores the critical role emotions play in shaping customer experiences. CX leaders should aim to design experiences that evoke positive emotions and foster emotional connections with their audience.

According to a Forrester report, emotionally engaged customers are 4.5 times more likely to recommend a brand and 4 times more likely to purchase from it again.

4. Personalization drives meaningful connections

Another key takeaway was the importance of personalization in CX. Generic interactions no longer suffice in today’s hyper-competitive landscape.

Data from Epsilon highlights that 80 percent of customers are more likely to purchase when brands offer personalized experiences. Leveraging advanced analytics and AI to anticipate customer needs can significantly enhance personalization.

5. The power of memory in CX

Kantar’s methodology focuses on creating lasting customer memories – experiences so impactful that customers recall them positively long after the interaction.

Research from Harvard Business Review supports this, showing that customer memories strongly influence future purchasing decisions and brand loyalty.

6. Invest strategically in CX

The webinar stressed the importance of strategic investments in CX. Not every touchpoint needs overhauling; instead, brands should identify and invest in critical moments that matter most to customers.

McKinsey’s research reinforces this point, suggesting that organizations that prioritize key journeys can increase customer satisfaction by up to 20 percent while reducing costs by as much as 15 percent.

7. CX metrics must be tied to business outcomes

To secure buy-in from stakeholders, CX metrics need to demonstrate tangible business impact. During the webinar, Kantar emphasized aligning CX improvements with metrics like revenue growth, customer retention rates and market share.

A PwC study revealed that 73 percent of consumers point to CX as an important factor in their purchasing decisions, underscoring the direct link between CX and profitability.

8. The role of technology in CX measurement

Modern technology plays a pivotal role in measuring and improving CX. Kantar’s approach includes leveraging advanced analytics tools to gain deeper insights into customer behavior.

This aligns with findings from Salesforce’s State of the Connected Customer report, which indicates that 66 percent of customers expect brands to understand their unique needs through technology.

9. EX and CX are interconnected

The webinar touched on the critical connection between the employee experience (EX) and CX. Engaged employees are more likely to deliver exceptional service, fostering positive customer experiences.

According to Gallup, companies with highly engaged employees see a 10 percent increase in customer ratings and a 20 percent boost in sales.

10. CX is a continuous journey, not a destination

Finally, the panelists stressed that improving CX is an ongoing process. Customer expectations evolve and brands must continually adapt to stay relevant.

The agile framework discussed by Kantar’s experts encourages brands to iteratively test and refine their CX strategies to remain competitive in the long term.

The future of CX: What’s next?

As technology evolves, the future of CX is poised to become even more dynamic and customer-centric. Emerging trends like hyper-personalization, driven by AI and machine learning, will allow brands to deliver tailor-made experiences at scale. Predictive analytics will play a key role in foreseeing customer needs and addressing them proactively. Imagine a world where your preferred airline not only remembers your seating choice but also anticipates your in-flight preferences based on prior trips.

Also, augmented reality (AR) and virtual reality (VR) are set to revolutionize how customers engage with brands. Retailers, for instance, can offer immersive shopping experiences, enabling customers to "try" products virtually before purchasing. A survey by Gartner predicts that by 2025, 80 percent of B2C brands will integrate AR/VR into their CX strategies.

Sustainability will also shape the future of CX. Customers increasingly expect brands to align with their values, particularly around environmental and social responsibility. Companies that transparently communicate their sustainability efforts and embed them into the customer journey will build stronger connections.

Finally, as customer expectations continue to rise, brands must focus on delivering seamless, omnichannel experiences. Whether a customer interacts through social media, an app, or a physical store, the journey should feel consistent and frictionless. The future of CX will belong to those who master the art of integration.

Practical tips for implementing these lessons

• Conduct journey mapping: Identify critical touchpoints and prioritize enhancements where they matter most to your customers.
• Leverage technology: Invest in tools that enable real-time feedback and data-driven decision-making.
• Train employees: Equip your frontline teams with the skills and knowledge to deliver exceptional experiences.
• Integrate CX across departments: Ensure that CX is not siloed but integrated into every aspect of your organization.

The insights from Kantar’s webinar highlight the transformative potential of a well-executed CX strategy. By measuring both short-term and long-term impacts, fostering emotional connections and leveraging personalization, brands can build meaningful customer relationships that drive growth. Looking ahead, the future of CX promises exciting opportunities – from hyper-personalization and immersive technologies to sustainability and seamless integration.

Remember, CX is not just a function – it’s a mindset that should permeate every aspect of your business. Invest in CX thoughtfully and strategically and you’ll not only meet customer expectations but exceed them, creating loyal advocates who contribute to your brand’s lasting success.

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