Change how you interact with your customers or be left in the dust. That’s not hyperbole. Let me explain.

We all know that CX has been the determinate survival factor for businesses over the last few years, but everything has changed. Consumers want more. They expect more.

In fact, over 80% of consumers that increased their digital usage during the pandemic expect to sustain these levels moving forward according to Accenture Retail COVID-19 Consumer research.

Focus At The Top

Consumer behavior has shifted. This new reality will force businesses to take a long hard look at how people experience their brands. Online, offline, the entire ecosystem. Focusing on the customer is not new, but experience is elected in a new way and has the full backing of the C-suite.

One reason for this newfound focus is because CEOs are concerned with ROI for CX investments. CEOs demand clarity on how capital is being invested. CEOs recognize that change facilitates business growth, durability, and relevance. So much so, that 77% of CEOs said their company will fundamentally change the way it engages the customer.

Another reason to focus on business experience is that with every interaction, customers bring a problem, need, question, or purpose. Further, customers have expectations for how quickly and how long an outcome will be realized. Miss the expectation, and that’s a negative interaction.

How Do We Define a Great Experience?

A great experience is defined by how easy you make it for your customers to achieve their most important outcomes. This must be part of your business DNA.

Companies are being asked to reimagine their enter business through the lens of experience and to enable customers to achieve their desired outcomes. The evolutionary path to business experience (BX) is a holistic approach that allows organizations to become customer-obsessed and fuel growth.

Evidence of this strategy lies with companies that have long adopted a customer-obsessed culture such as Apple, Salesforce, and Amazon. Each of these companies dominates its market segments. It really isn’t close. They have demonstrated that businesses can drive commercial impact when you make a positive impact on people.

The Living Brand For BX

At TechSparq, we refer to this focus on the customer, the ability to evolve with the ever-changing needs of the customer, as The Living Brand. Customer obsession and custom alignment must be the North Star for BX-centered brands.

BX has become an imperative for all companies. Centering on experiences, wrapping your business around the customer, and understanding the Customer DNA will dramatically improve your chances for success.