CX Plus Summit 2024 | ET Brand Equity | Mumbai

Success is no longer guaranteed on a great product or service, or even a passably good experience; it is based on how the customer is engaged over their life cycle, how organisations remain present in their customers’ lives and how technology makes all of this happen. In this new reality, the balance of power has shifted in favour of the customer, who has evolved to become the centre of where business is conducted.

Today, organisations have realised that the customer's experience decides whether they will continue to stay loyal to a brand, product or service. Brands are investing in enhancing their customer experience as they know that one bad experience and the customer will be lost forever to their competitors.