By 2020, customer experience will overtake price and product as the key brand differentiator.

Customer experience is defined as your customers’ perceptions – both conscious and subconscious – of their relationship with your brand resulting from all their interactions with your brand during the customer life cycle. From Brand building perspective, managing customer experience is THE most important element to create a sustainable and profitable brand.

Worldwide, CEX is an evolving subject and the importance of this concept is increasingly becoming more interesting as well as challenging for the management in the current business world. World’s leading brands are already keen on delivering good customer experience with relevant strategies, even though a bit late, companies in Asia are working hard to catch up. It is a true global business development trend!

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