This AdWeek piece is pretty buzzwordy, but we’ll break down the main points and provide some illustration.
The meaning of customer experience is both clear and vague. On one hand: we all kinda “get it,” what the term means. On the other hand, “experiences” are vague and ephemeral and hard to quantify, especially when the customer journey has so many separate pieces strung together.
Havas CX developed the X Index to “help bridge the gap between brands and consumers” and identify the parts of “experience” that consumers care most about (plus, how these preferences change over time).
1️⃣ Vendors split into two groups, and consumers have different needs and expectations for those two groups. The first group are Brick-and-Click businesses, whose e-com came after some kind of physical store; the second group are Digital Native businesses that have only ever sold online.
The main difference here is that consumers really care about personalization and pleasantness in exchanges with Brick-and-Click businesses, whereas they care more about function and reliability for Digital Native businesses.
2️⃣ When you divide the customer experience into three factors—Relationship, Brand, and Purchase—customers of both business types tend to care most about Purchase, i.e. that it’s simple and easy for them to get what they paid for. Even so, this factor became a LOT more important for Digital-Native businesses in 2020, since the pandemic pushed a lot of reluctant new customers into online storefronts (see below).