Adjusting to the shift in customer demands and meeting evolving expectations Customer Experience

The evolution of customer experience

We’re all aware that customer experience has come a long way from traditional reward programmes. It’s no longer purely a measure of satisfaction, but a business imperative, grounded in customers’ changing needs and expectations, and these changes have important implications for how customer experience is operationalised.

The world is changing rapidly. In addition to Covid-19, we’ve seen seismic changes in the way consumers behave, and the extent to which companies and their ethics are put under the microscope. The desire to examine, interrogate and reflect is very real. Combine that with changes in consumer attitudes and needs, and the challenging economic situation – and the result is a complex ecosystem of fierce competition and customers that demand more.

Working closely with Ipsos Mori, Capita has discovered that the two pillars of empathy and ease capture what is essential for customer experience today. These pillars are important because they reflect the trends that emerge as a result of consumer behaviour signals in the context of the macro forces that affect the world around them.

The development of the Ipsos MORI Theory of Change model reflects the circular nature of change, and offers a potential framework to understand the complexity of the 21st century from a top-down and bottom-up perspective.

Click here to view the complete document: CXT Evolution of customer experience


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