Customer expectations are changing at an unprecedented speed. In today’s world of information parity, brand interactions evolve daily as new information, content, products and services emerge.

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In this sea of information and options, the companies need to make smart choices which enable a relevant connect with their customers. They need to deliver simple and relevant experiences; have a consistent approach across every touchpoint and perhaps most importantly create a flexible and fluid organisation which can strike a strong relationship with the end customer.

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We believe, that a service and design led approach, which is informed and delivers incremental positive experiences, would be the differentiating factor for brands. Whilst the customer touch points are the starting point, the magic doesn’t happen until there is a robust back office function, completing the full circle of experience. An experience strategy needs to be holistic and with the end customer at the centre.

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CX is the heart of everything we deliver. Whatever transformation initiatives we come up with, the strategy and technology must connect each individual user experience, (UX) to one frictionless customer journey. Joining each moment of truth to a single focal point, which defines the brand.

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Our belief is that CX needs to support the following five key characteristics: Control, Access, Fit, Sense and Continuity.

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Control - How well does my experience allow my user to accomplish their core intensions ?

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Access - How accessible is the information and resource my user is seeking out ?

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Fit - How well does this experience fit into the customer's life ?

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Sense - Does the customer rave about this experience, or rant about it ?

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Continuity - is this experience consistent across all touch points and sensibly joined up, typically across multiple devices and channels ?