The customer experience as a competitive advantage

Customers expectations have changed.  You are not just competing with your closest competitors anymore, you are competing with your customers total journey throughout their day. Every experience sets the expectations. There is a trend towards customer centric and focusing on delighting customers. There is a demand for knowledge and how to improve the customer journey.

Rather than optimising a touch point, it might be going back to the drawing board and seeing if that touch point needs to exist at all. It is about leaning into the customer and understand their needs and wants and looking for better ways to engage and solve their problems.

Here is a great video from McKinsey and Company.