The document discusses the importance of customer experience for brands. It notes that mobile devices are now central to how many consumers interact with brands, with 29% using them and another 21% expected to increase usage. Emotional experiences are the biggest predictor of customer loyalty, with brands that focus on creating positive emotions seeing a 40% increase in loyalty compared to a 13% increase for those emphasizing ease and effectiveness alone. The challenges for brands include increased competition from rivals offering similar tailored, data-driven and real-time experiences across more channels.

1. The3E’s
ofCustomer
Experience
Allallowbrandstoform insightsontheir
interactionwithcustomers.
Mobiledevicesarenowcentral
to29%consumers,while
another21%issetto
increaseusage.
7of10onlinecustomers
useasmartphonetomake
purchases.
Evenphysicalretail
isaffected.
By2012,thepercentagehad
increasedto60%.
AspertheWebsiteUXReview,
only40%ofthewebsite
navigationevaluatedpassed
basicusabilitytests.
By2014,thenumber
hadrisento69%.
Before2014lessthan50%
brandshadeasilynavigatedand
accessiblewebsites.
From 1999to2012the
percentageofwebsitesthat
acceptedaseffectiveintheWebsite
UXReviewincreasedfrom 39%
to59%. www
Howcantheyovercomethesechallenges?
Effectiveness Ease Emotion
Isemotionalexperiencecreationagame-changerforbrands?
Between2011and2014improved
easeandeffectivenesscontributeda
13%pointbump.
Thiswasstill
farbehindemotional
experiences,whichoffereda
40%pointincrease.
Itisthebiggestpredictorofloyaltyincustomers.
45,000people–18industries
Emotionbeateaseandeffectivenessin17of18
Itisalsoastrongcompetitivedifferentiator.
Thetop15brandssurveyeddeliver28
positivereviews
foreverynegativereview
Comparedtoabenchmarkaverageof13:1
But,howisthesmartphoneimprovingemotionalconnectwithbrands?
Tailor-made
offerings
Convenience Real-time
interaction
Whatarethechallengesfacedbybrands?
Increasedcompetition
from rivalbrands
Real-time
solutions
Tailor-madeofferings
from competitors
Datadrivenconsumer
understanding
Standardizationof
experienceacrossalllevels
Theageofservice/productdeliveryisover.
Brandsandcustomersareconstantlyinnovatingtofindnew
waystoconnectwitheachothereffectively.
Brandsaretryingto
Inanefforttobuildcustomerloyalty.
Meet
customerneeds
Simplify
interaction
Provide
positiveexperiences