It’s time to invest in the customer experience


According to Adobe’s recently published 2021 Digital Trends report investing in customer experience (CX) should be one of your top priorities, and that using customer data to drive continual improvement is what will separate the industry leaders from the followers.  

Companies that invested in a strong CX emerged from uncertainty stronger than ever. According to Adobe, more than 70% of companies with top-tier customer experience functions outpaced their sectors in the second half of 2020. The CX leaders were three times more likely to have “significantly outpaced” their sectors than the rest of the survey sample. 

Adobe defines CX leaders as having a very advanced approach to customer experience, where strategy and technology are aligned to a successful effect.  

The radical shift in consumer behaviour to a digital-first economy proved “not only are companies with strong CX more likely to achieve long-term growth than their competitors, but they are also better positioned to adapt to changeable customer behaviour, markets, and external conditions.”  

Isobar CX Survey 2020: Creative Experience in the Age of Covid 19 found that 64% of CMOs surveyed have changed their CX strategy completely or moderately in response to the pandemic by doubling down on ideas and innovation especially the innovative use of technology.  


The Importance of Pivot Planning


And here’s some really good news: businesses have access to all the tools that will help them future proof themselves through CX. We advocate for a process called Pivot Planning. Pivot Planning is about developing a readiness for action for when pivotal moments occur, even when you may not know what the ultimate action may be.  

Here’s how can you implement pivot planning in your business: 

  • Rethinking the annual plan: doing regular plan reviews of the annual plan to identify changes happening in real time, as well as creating budget reserves for the unplannable.  
  • Do constant pulse checks: understanding the changing customer needs, tracking shifts in their values, and empathising with their changing emotions. 
  • Be dedicated to collaboration: embrace active and constant client interactions, including smaller 1:1 breakouts, weekly workshops, shared decision-making, real-time prioritisation – all leading to faster, better outcomes.  
  • Core teams make it real: use nimble co-creation pods to get work in-market quickly and adjust from there. We recommend selecting one-to-two initiatives to immediately put into market with a scrum team (of client and agency teams complementing each other seamlessly).

Adobe’s assessment of CX is spot-on. The key is to treat CX as a malleable asset, adapt and shape it as your business sees fit. With Pivot Planning, you can become a CX leader. If you are interested to hear more, get in touch for a chat.