Only Customer Experience Can Make a Brand Stand Out in The Crowd writes that the WPP’s Customer Experience (CX) series, an online live event organised by the network on November 26, discussed the present and future of experience and intersection of brand and customer experience.

Jason Gaikowski, Executive Director of CX & Global Lead for human-centred Design VMLY&R, Tripti Lochan, Co-CEO Asia at VMLY&R, Vyshak Venugopalan, Head of Solutions Consulting at Adobe India and Meghna Apparao Chief Business Officer, Licious participated in the panel discussion.

Saurabh Mathur, Head, Experience and Technology at VMLY&R opened the discussion by speaking on three most important aspects of customer experience — culture, technology and human-centred thinking.
Mathur said as customer behaviour shifts, an ecosystem has woken up and brands don’t always get to choose when and where they engage with their customers.

In this environment, the importance of CX has grown tremendously. Delivering memorable experiences helps business drive conversions, engagement and loyalty throughout the customer journey.

Gaikowski elaborated on the evolution of CX and its intersection with brand management.

“It becomes clarifying and useful to begin to think about CX through the lens of brand management,” he said.
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