The myth of customer experience and the emergence of brand experience
We all know what a customer experience (CX) is. To many, it is the holy grail of marketing metrics. Yet I think as important as the CX may be, of greater importance overall is the view, the big picture, of the brand experience (Bxp).
Am I splitting words? Not really. Are the terms interchangeable, or are they something very different? As with many things in life and marketing, the view, your point of view depends on your position on the hill.
Let’s start with a few online definitions.