smith+co on
customer experience
Shaun Smith
  • By Shaun Smith
  • Dec 15 2012

Customer Experience - On purpose

Customer experience, by definition, reflects the impression consumers form as they interact with brands. Trends become apparent by the innovations that organisations introduce in an attempt to differentiate, but also in the ways in which consumers respond.

The use of mobile apps like O2’s ‘Priority Moments’ to curate experiences for customers; the convergence between on and off-line experiences as demonstrated in the new Burberry flagship store in London where iPads and couches have replaced the sales till and counter; and the use of a distinctive ‘branded’ tone of voice as practised by the likes of MailChimp, Lush and innocent are all examples of how brands seek to push the boundaries of customer experience forward.