Foreword
Author: Jürgen Rösger
Customer experience excellence has become the core differentiator and new central currency in the competition for customers. The reason for this is the emergence of the relevance economy (I – here – now – immediately) as a result of digitalization, as well as the ongoing commoditization of products and services. The key driver of this development in the age of mostly digital customer touchpoints is the digital experience excellence.
When outstandingly implemented, it optimizes convenience for customers in the the form of a positive brand, product and service experience, which they reward with high loyalty, upsell and recommendation potential.
For more than 84% of consumers, experience excellence is at least as important or more important than the product or service itself (Kellogg University, 2020). ‘Can't live without’ is increasingly replacing brand engagement in its previously known form from a supplier-aspiration perspective.
Netflix, Spotify, Amazon, Uber, WeChat, TikTok and many others have developed the competition-differentiating standards for this, which were very quickly set as benchmarks by consumers and have thus turned into hygiene factors.
What does this publication provide to help meet these challenges?
1. A clear definition to sort out the conceptual confusion. Clear semantics will help to ensure that everyone understands the same thing when talking about C/DXE.
2. Evidence of the economic consequences. The publication will show very clearly what impact C/DXE can have on the economic performance of companies.
3. Methods to measure C/DXE and to compare one's own company with competitors.
4. An overview of the key C/DXE success drivers.
5. As well as, what exactly the C/DXE Champions do and the foundations on which their success is built.
6. Furthermore, it will be shown how C/DXE can be built, implemented and established in the company, both culturally and in terms of the required governance. This also includes an excursion into the functional basics (IT, data, processes) and the required skills and talents.
In addition to this publication, a scientific, cross-industry study was set up to better understand how executives view their company on the topic of C/DXE in terms of significance, maturity, seriousness, organization, culture and technology.
Moreover, numerous industry cases from all economic sectors provide an insight and outlook on the ambitions and activities that make C/DXE a successful performance driver.
Since C/DXE and its development is a very dynamic process, we have decided to publish all relevant content and contributions in a blog as well as to discuss them in our regular C/DXE RoundTable.
We thank all contributors, co-authors, and all those who are involved in this highly relevant discussion from the bottom of our heart. Without them, it wouldn't be possible for us to get this project off the ground.
