Build meaningful connections: How to measure and improve CX for brand growth
How to measure and invest in CX to build value for your brand and create lasting customer memories that keep customers coming back.
Watch this webinar to learn about Kantar’s ground-breaking approach to measuring the short and long term impact of CX
Kantar research demonstrates that brands grow by being meaningful and different to more people: delivering on the functional and emotional needs required in their category, and demonstrating they offer something that sets them apart from their peers.
This is more than marketing. Experiences often contribute more than half to the memories and associations customers have for brands. In fact, Kantar's research has established that brands which improve their customer experiences are 2.5 times more likely to significantly increase their market share. Successfully differentiating requires an organization to consistently reinforce its positive associations at every possible opportunity. Great experiences are vital.
But how, where and when should these improvements occur? And what shape should they take? Which touchpoints make the biggest impact? How can you measure meaningful and different experiences?
In this webinar, Kantar CX experts delved into the strategies and tools practitioners need to measure and improve CX to drive customer predisposition, loyalty and, ultimately, revenue. They were joined by clients from InPost and Air Selangor who are seeing a real business impact as they implement meaningfully different experience measurement into their CX program.
Watch to learn:
- How to identify and measure the key touchpoints that create meaningfully different customer experiences.
- Strategies for using customer experience CX metrics to build emotional connections that drive predisposition, loyalty and advocacy.
- How to link CX improvements to measurable business outcomes, including revenue growth and competitive differentiation.
Speaker
Katie Rolfe
Head of CX
InPost
Katie has worked in Customer Experience for the last 13 years across a variety of different industries and a wide range of roles – with spells at Houst, Just Eat, PizzaExpress & Gumtree - but the constant has been her inexorable obsession for the Customer. Katie joined InPost in 2020 as Head of Customer Experience where she takes care of Customer Journey – ensuring all Consumer Touchpoints are as frictionless as possible, Voice of the Customer – taking feedback from all sources to give a holistic view of what customers are saying, and Customer Insight – working closely with Kantar to understand consumers. Katie’s cross-sector experience gives her a unique insight into the role of customer experience in driving differentiation.
Priscilla Alfred
Head of Customer Strategy
Air Selangor
Priscilla is an experienced CX & Marketing Communications Strategist with a demonstrated history of working in the service and utilities industry. She is skilled in Strategy & Performance, Digitalisation, Investor Relations and Brand & Loyalty Management. Priscilla possess international accreditations such as Chartered Marketer, Chartered Public Relations Practitioner and Chartered Journalist by recognised Professional Bodies in the United Kingdom. She possess a certification in coaching and mentoring and was awarded Best Coach by IMM.
Peter Aitken
Head of Customer Strategy and Insights
Kantar
As Kantar's UK Head of Customer Strategy, Peter supports an award-winning team of CX professionals. His team deliver platform-based experience measurement programmes across sectors, using this data to shape the customer strategy and inform experience innovation. In 2024 the Kantar CX team were awarded Best Use of Customer Insight for two projects, with Virgin Atlantic and Hyundai, by the Institute of Customer Service, and the European Customer Experience Awards, respectively. Both projects used Medallia’s experience management tech to identify where to improve their customer experience.
Peter leads the development of Kantar’s latest methods for CX strategy and insight, bringing a unique perspective for how customer experience is a critical enabler of brand growth. He draws from 16 years’ experience in research and consulting, with nearly 10 years in financial services, incl. HSBC, NatWest, LBG and Nationwide, plus experience across telco, energy, retail, auto and tech manufacturing
Maslina M. Mokhtar
Client Partner Brand & CX Malaysia
Kantar
Maslina is an accomplished Client Partner at Kantar Malaysia, bringing over 23 years of extensive consultancy experience across Asia and Africa. Her career began in the financial sector, where she developed a keen understanding of the interplay between consumer behaviour and business growth. Currently leading the Brand and Customer Experience division in Malaysia. Maslina has worked extensively throughout Southeast Asia and Sub-Saharan Africa, With expertise in brand strategy and consumer experience, she is a known thought leader in her field, ready to share her valuable insights from an inspiring and diverse career.
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