Defining a signature brand experience seems to be the call of the day for luxury brands. When market conditions are competitive and sales are in decline, and customers are skeptical and increasingly discerning, it becomes essential to revisit the brand’s value proposition. Most luxury leaders now recognise that customer experience is not just an extension of the product—it is the product. Values like emotional connection, hyper-personalisation, seamlessness, sustainability, a

How annoying is it to receive irrelevant information from a brand that you have previously shopped with ? It can make you feel under valued and invisible, and in today's busy world, a big waste of time. A friend who is a single career oriented personality feels miffed when receiving sentimental communication about mother's day and baby goods from her beloved luxury mall. A conservative shopper who always buys relaxed fit and full length workout gear would second guess the bra

I have always found customer journey mapping workshops magical. When you start facilitating a workshop with a client you have no idea what will emerge. The team always gives you the perception that they know what their customer wants, so in my early days as a designer I would be always hopeful that these four hours together would be valuable. I can’t believe I ever doubted the process, because having conducted several of these workshops for clients I can say, the output is al

Clients often ask me how customer experience differs from marketing as a function, and I find the best way to explain the difference is by elaborating on the customer journey view. Marketers certainly try to understand the customer and finds ways to attract them through attention grabbing campaigns, events and targeted brand messaging. Customer Experience examines how customers are experiencing the brand at every moment.  The scope involves every micro and even mundane custom

Empathy plays a crucial role in building meaningful relationships with customers in the digital landscape of e-commerce. Let's explore how e-commerce businesses can incorporate empathy across three key stages of the customer journey: pre-sales, during sales, and post-sales. 1.Pre-Sales Phase: During the initial stages of discovery and browsing, customers are forming their first impressions of the brand. E-commerce businesses can express empathy by: Making social media meaning