Belonging, Authenticity, and CX

Ease, Effectiveness, and Emotion have been identified as the foundation of customer experience (CX) as highlighted by Forrester Research. Each has a significant impact on how people perceive their interactions with a brand. However, what was once a hallmark has become the price of admission. If experiences are not easy, effective, or positive, customers will find alternatives. The next step on the path to customer loyalty is to elevate experiences beyond the basics to help consumers feel that they are part of something special.

Satisfaction is no longer enough! Customer Satisfaction—or “CSAT”—is a commonly accepted measure of success for CX (Customer Experience) leaders around the world. However, CSAT is losing its relevancy. A recent Qualtrics study found that excited and emotionally connected customers spend an average of 52% more than a merely satisfied customer. In today’s market landscape, companies must go beyond customer satisfaction, which has long been the target. To thrive, businesses must exceed—not just meet—customer expectations. That is: putting the human at the center of all business decisions, and finding ways to excite and emotionally connect with customers, in turn, forging lasting bonds that are worthy of loyalty and growth.

X4: The Key Themes

Bond helps our clients build long-lasting relationships at scale. Our team of CX practitioners stay on top of the latest advancements in CX—from insights to strategy, to measurement, execution, and sustainment. During the Qualtrics Experience Management X4 Summit, we engaged in thought leadership conversations with some of the world's greatest CX leaders from leading global brands, all focused on revolutionizing CX. Confirming what several of our own CX practitioners have been heedful of, here are some prominent themes throughout the event: