MERKLE：2024年客户体验领导者的不同之处（英文版）（40页）.pdf

1、1imperativesPART I IWhat CX leaders do differentlyWINNING IN TODAYS EXPERIENCE ECONOMY2A Note from Pete Stein Welcome to the second installment of our 2024 Customer Experience Imperatives,in which we look at business leaders priorities and behaviors through the lens of consumer expectations.Earlier

2、this year,we examined consumer attitudes and perceptions of todays brand experiences.This report,which you can read or revisit here,provides clear insight into consumers baseline expectations,how they prefer to interact with brands across different touchpoints,and their openness or reluctance to emb

3、race emerging technology.In these pages,we explore the characteristics that set“CX Leaders”apart from the rest of the pack.I hope you can recognize yourself in some of these descriptions.If not,be assured that small tweaks to your strategy and internal alignment will put you on the path to Leader st

4、atus.I wish you much success on your journey.Sincerely,Pete Stein Global President,Merkle3introductionWhat constitutes a leading customer experience(CX)practice?What does a CX Leader look like?Its one thing to say youre a customer-obsessed company,but its another to put customer obsession into pract

5、ice.In late 2023,Merkle conducted a survey of 2,100 consumers across 18 countries to better understand consumer sentiment and attitudes regarding brand experiences,purchase behaviors and loyalty,and emerging technologies such as AI.We summarized key insights from this survey in the first installment

6、 of this years CX Imperatives,“Engagement to Empowerment:Winning in Todays Experience Economy.”4Consumer StudyTotal N=2,100Individuals who had a qualifying consumer interaction with one or more brand categories in the past 3 months.Surveys administered in 6 languages.GenderMaleFemaleAgeCX Category I