Helen Bywater-Smith’s Post

Brand owners and brand managers beware! If there is a dark truth about brands, this is it: Overpromising and underdelivering. Make no mistake: as shown by the massive #IpsosGlobalTrends study, customers do take note. They will reward those brands that, among all the hype of trying to stand out, have the tenacity and integrity to build this simple thing: #CustomerTrust, by staying true to their promise. #Brand #BrandStrategy #BrandExperience #BrandPromise

In recognition of Global CX Day, key data points from Ipsos' latest Global Trends Survey: 58% of consumers feel their experience as a customer is generally worse than promised but only 28% of CX professionals admit their CX fails to deliver. What is a key factor in improving this? Employees - your brand's front line and often the first touchpoint for customers. Happy and engaged employees are more likely to provide the positive interactions that shape a customer's perception of your brand. When employees feel valued and empowered, they are more likely to go the extra mile for your customers. Their ability to embody the brand promise and deliver positive interactions directly impacts how customers perceive your brand: our research shows that the inability to deliver on brand promise is 4 times higher when CX and EX are not aligned. Put simply: stronger EX can help lead to better business outcomes. #customerexperience #employeexperience #CX #EX #CXDay #Ipsos #GlobalCXDay

It's #CXday. I've tried to look for an equivalent for Employee Experience, but Google has let me down. Maybe next year. Either way, our latest Ipsos research shows that far too many brands are getting their customer experience wrong, or inconsistent, or both. Want to improve it? Focus on your employees! There's a wealth of research out there showing the impact that a positive employee experience has on customer outcomes. One study I saw (link in the comments) found that employee sentiment accounted for almost a third of the variance in customer experience - that's huge. Showing that link, and uncovering its drivers, can help HR and Comms practitioners to make a much stronger case for EX investment, as it makes the ROI that much more tangible. So here's to delivering better outcomes for customers, absolutely, but doing it in a way that can also drive a positive culture and environment that helps employees to thrive. #employeeexperience #employeeengagement #excx

As CX professionals we may find this astounding, but as humans - in our personal and professional lives - approx 1 in 2 of your experiences living up to the brand’s promise probably sounds about right. Think about all of the wasted expenditure in product/service development, operations, marketing, advertising… to then only get it right in-market with your actual customers (not personas, not segments) half of the time! This is why CX research and analytics is so important and why CX directly impacts the top and bottom line. Actively understanding the voice of your customer (VoC) is critical, else they won’t be talking to you anymore… they’ll be walking to your competitor. Brands with great CX (and UX, DX and EX) are the ones who win! #ipsos #cxday

JOIN US TOMORROW! Ipsos’ Customer Perspective: The Experience Beyond the Product Marko Ivanovic, Haleon’s Global Consumer Relations Director – Digital Strategy and Innovation, join Ipsos’ experts, Nicholas Mercurio, Helen Wilson and Helen Bywater-Smith, at our next LinkedIn Live, tomorrow, 25 June. Haleon is a world-leading consumer health company, with brands including, among others: Sensodyne (toothpaste), Centrum (multivitamin), Advil (pain relief). We'll be exploring how the world of Customer Experience in products is evolving, what brands in this space, including Direct to Consumer (D2C), need to consider to enhance their Total CX management, measurement, design and delivery – to drive those desired consumer/customer behaviors and that ultimate Return on CX Investment (ROCXI). Event link: https://lnkd.in/gVA4CTyj #CX #CustomerExperience #TotalExperience #D2C #DirectToConsumer #Ipsos

CX Network- eager to hear your thoughts. My take: Talk to me about Customer Core Expectations. That is the true metric. Customers dicate this, regardless of anyone's opinion. No Customers=No Business, it's that simple. What is our say/do ratio? How are we bringing our brand promise to life? These are XLAs- Experience Level Agreements and the metrics of the future to put into action today. #XLAs #CustomerCoreExpectations #DontGetDistracted #Clarity #Simplify #ModernizeMetrics

The time for rigor and excellence in CX has finally arrived. For too long, customer experience management has lacked discipline. Dismissed as a "nice-to-have" that can be cut during difficult times, it has been relegated to the backwaters of the organization. Leaders think of it narrowly, in terms of customer service, satisfaction measurement, or customer insights. The Global Standards for CX bring much-needed rigor to make it an essential strategic priority. Developed by Bain & Company in collaboration with industry leaders Kantar and Qualtrics, these standards represent a culmination of over 30 years of expertise in helping organizations achieve and maintain loyalty leadership. Crafted with insights from dozens of Bain clients, hundreds of NPSx℠ community members, the NPS Loyalty Forum, and our partners Kantar and Qualtrics, these standards set a new benchmark for excellence in CX. They are designed to elevate CX practices across industries, ensuring a consistent benchmark for excellence and driving meaningful change for organizations and their customers. I invite you to download the standards today and share your feedback during our ongoing consultation period, now through August 31, 2024. Visit www.cx-standards.com for more information. A heartfelt thank you to everyone involved in making this initiative a reality, especially principal author Stanford Swinton, Philip Sager, and Daniel Moellerhenn, along with the entire NPSx team. Together, we are shaping the future of customer experience. #NPSx #CX #CustomerExperience Link to download: www.cx-standards.com

In the context of the current economic climate, the stakes for delivering exceptional CX have never been higher. Earlier this month, Havas CX shared their 2024 U.S. X Index Report that reveals how brands can leverage consumer data and #GoBeyond in meeting evolving customer needs in the market. 👉 Download the full report here and explore "The New CX Contract: Going Beyond Expectations": https://lnkd.in/etT7r6KT #CX #CustomerExperience

Have you downloaded the new Global CX Standards yet? Check out the link below to find out what they mean for your organisation and how they can help you drive best in class experiences that deliver true commercial growth. #CX #Customerexperience #Brandgrowth

What are CX leaders doing that set them apart from the rest of the competition? Merkle's Pete Stein shares the biggest takeaways from our #CX research in this Campaign US article: