Introducing The Uncommon Series

A series that goes back to basics, exploring the relationship between insights and different human science disciplines.  

This guide outlines the relationship between insights and customer experience

CX is more than the sum of its parts. It's the complete story of how a customer experiences a brand – everything from the anticipation leading up to an interaction, the feelings during the experience, and the memories, good or bad, that linger long after the experience has ended.

Successful CX isn’t just about investing more; it’s about investing wisely. Many brands over-invest in marginal touchpoints 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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