Today’s customers are empowered by choice. And since nothing is safe from commoditization, it’s how a customer experiences a brand that makes the difference.
Brands must navigate the intersection of expectation and reality.
Every touchpoint — every ad, every tap, every swipe — is a moment of truth that makes or breaks the customer experience. And these moments are increasingly without limits.
To win, brands must understand the customer’s expectations and deliver a reality that will satisfy them, again and again. Because in the end, the experience is what makes the difference. It’s what influences choice and drives loyalty. The experience is the brand.