The CX Playbook

The CX Playbook presents a new vision for the customer-brand journey, one where customers’ lives and goals are authentically empowered and bolstered by their favorite brands. Today’s consumers have adopted widespread distrust of legacy institutions, driven by a progressive mindset and a higher need for self-sufficiency. In response, brands need to position their products and services alongside purpose-driven initiatives that simultaneously elevate customers and accomplish global good.

The playbook presents readers with an actionable, trends-inspired framework that will attract customers through value-driven brand perspectives and cultivate long-term loyalty by nurturing their progressive lifestyle.

Published May 2018

The 40+ page playbook includes:
  • Key insights on the needs, desires and expectations of modern consumers
  • 3 steps for engaging customers at every touchpoint
  • 9 trends-based initiatives supported by 36 exemplary case studies
  • Supporting data from PSFK’s 2018 Customer Experience Survey
  • Industry implications for all consumer-facing industries

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Insights From The CX Playbook

Infographic A Data-Driven Perspective On Customer-Brand Relationships

This infographic provides a visual overview of the perspectives from 500 industry leaders on the current and future state of customer-brand relationships

Analysis Learn How To Cultivate Consumer Loyalty Across 5 Key Industries

From fostering authenticity to providing convenience, here are the key steps to take for brands looking to sustain long-term engagement from their customers, detailed in PSFK's recently launched CX Playbook

Analysis Do You Know How To Show Up As A Purpose-Led Brand?

A roundup of strategies from PSFK's CX Playbook lay the foundation for brands looking to build purpose-driven campaigns, products and experiences that inspire consumer engagement and long-term loyalty

Podcast Podcast: Presenting A New Vision For Customer-Brand Journeys

In order to establish a loyal consumer base in today's customer experience landscape, brands need to dig deeper, becoming an integral part of their consumers’ lifestyles

Related CX Insights

Home Related Companies and Hello Alfred help building tenants complete everyday tasks through a concierge service

Luxury developer Related Companies partnered with on-demand concierge platform Hello Alfred to help building tenants complete everyday tasks like laundry, cleaning, repairs, prescription refills and grocery shopping. The partnership allows Related to easily offer an additional layer of services to its residents, not only saving time but elevating time.

Retail Outer invites its customers' homes to double as showrooms

The outdoor furniture brand Outer invites its customers to serve as hosts in its Neighborhood Showroom program, turning their backyards into showrooms where potential buyers can see the products in a real-world setting.

Fashion & Apparel Harvey Nichols stylists offer expertise and style advice to online customers through AskHN

In-store stylists at luxury department store Harvey Nichols are able to offer expertise and style advice, sending photos and videos to online customers from the shop floor via their AskHN platform, which integrates with the store’s website.

Shopper Education & Assistance Burberry R Message provides personalized support that lets VIP clients text store associates

Luxury fashion brand Burberry partnered with technology company Apple on a service that lets store associates text VIP clients directly to provide personalized support.

Home Homee gives homeowners and property managers on-demand background checks on handymen

Homee is a platform gives homeowners and property managers on-demand access to vetted and background-checked electricians, plumbers and other handymen.

Shopper Marketing & Promotion Opendoor's Agent Partner Program pairs homebuyers and sellers with trusted real estate agents

Online real-estate platform Opendoor created their Agent Partner Program to pair home buyers and sellers with trusted real estate agents to provide an additional layer of service. If a home seller requests an offer on their home through the Opendoor platform, but it falls outside of the platform’s standard criteria for buying, Opendoor will automatically refer them to one of their top-performing agent partners. The referral gives homeowners peace of mind and provide agents with a new way to build their businesses by feeding them high-intent buyers and sellers.

Automotive Chevron created a digital e-Gift card to seamlessly pay for fuel and car washes

Energy corporation Chevron created a digital e-Gift card, enabling customers to seamlessly pay for fuel and car washes through the Chevron app and link to their loyalty program profiles. 

Cafe & Restaurant Starbucks x Alibaba's virtual store in China lets customers easily order ahead online

Coffee chain Starbucks partnered with Chinese ecommerce giant Alibaba to create a virtual store in China, allowing customers to place online orders across Alibaba Group’s mobile apps, as well as the Starbucks app. Customers can also buy digital Starbucks gift cards via the ‘Say It with Starbucks’ option and earn rewards in the Starbucks Rewards program.