Is PWC Redefining Customer Experience/CX ? We Hope So

In this episode of the Experience Strategy Podcast, hosts Joe Pine, Dave Norton, and Aransas Savas discuss PwC's recent report on growth through experience. They explore the evolving definitions of customer experience, emphasizing the importance of trust and meaningful interactions. The conversation delves into PwC's four dimensions of exceptional experiences: coherence, personalization, engagement, and distinctiveness. The hosts critique traditional measurement methods in customer experience, advocating for a focus on meaningful experiences rather than mere service delivery. They also discuss the significance of managing moments of frustration and the concept of modes in customer journeys, concluding with insights from case studies in various industries.

Takeaways

• Customer experience is fragile and requires trust.
• Meaningful experiences drive customer loyalty.
• Seamlessness is the baseline, not a value add.
• Exceptional experiences are defined by PwC as coherence, personalization, engagement, and distinctiveness.
• Measurement should focus on meaning, not just metrics.
• Managing frustration can create deeper customer relationships.
• Modes influence how customers interact with experiences.
• Retail must embrace experiential strategies to thrive.
• Trust is a predictor of growth in customer experience.
• The shift towards experience as a business strategy is gaining traction.

Chapters

00:00 Introduction to Experience Strategy Podcast
02:17 Understanding Customer Experience and Trust
05:21 Defining Exceptional Experiences
09:41 The Importance of Measurement in Experience
12:10 Rethinking Value Creation and Trust
13:57 Managing Moments of Frustration
16:43 Modes and Their Impact on Experience
17:09 Case Studies in Exceptional Experiences
19:30 Conclusion and Future Insights

Read More:

https://www.pwcresearch.com/uc/images/GrowthThroughExperience_2025.pdf

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