Never before has the digital realm been so fundamental to how a brand delivers its unique brand promise.

In a world of accelerating disruption, organisations are looking for ways to rapidly create sustainable competitive advantage.  Unfortunately, while 80% of companies believe they deliver ‘superior experiences’, only 8% of customers agree, according to a study by Bain & Co. The strive towards customer experience (CX) best practice has created a market of digital sameness: brands solving the same user needs in the same ways. This results in a lack of distinction between competitors.

This white paper presents a fantastic opportunity to challenge your own brand’s dependency on customer experience best practice, align as an organisation around your customers, and push change through your organisation to deliver competitive advantage and sustained growth.