In 2019, PwC undertook a global survey titled ‘Experience is everything: Here’s how to get it right’. It revealed that around 82% of the top performing global companies were the ones paying closest attention to the human experience. Forrester’s report, ‘Predictions 2020: Customer Experience’, backs up this view with its bold belief that customer experience (CX) is the best way for companies to grow revenue and profits.

It’s a complex and challenging market, driven by the need for digital efficiencies, system convergence across touchpoints, self-service and design thinking. Technology has allowed for organisations to change the engagement dynamic with deeper integration across more areas of the business, but it’s not a weapon that will win the war for customer loyalty and engagement. Turns out that customers are humans after all.