The uncommon series: CX fundamentals

Customer experience (CX) is the promise you keep

CX is more than the sum of its parts. It's the complete story of how a customer experiences a brand.

From the initial awareness to the post-purchase stages, CX is both emotional and functional. It’s common for brands to only look at CX's success through specific touchpoints, such as customer service, digital or point of sale. However, CX incorporates all experiences with a brand. It spans marketing, sales, product experience, customer service and more.  

It's not just the moment itself – it's everything from the anticipation leading up to an interaction, the feelings during an experience and memories, good or bad, that linger long after the experience has ended.

Introducing The Uncommon Series

It's the first guide in a series that goes back to basics, exploring the relationship between insights and different human science disciplines.  

CX success isn’t just about investing more, it’s about investing wisely. Many brands over-invest in marginal touch points that have little impact on customer sentiment while under-investing in the critical emotional moments that define brand perception.

The key is knowing where and when experience truly matters – and aligning investment with the moments that drive trust, advocacy, and loyalty.

In this short, interactive guide, we explain how.

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