Customer Experience (CX) as a driver of growth

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“Underpromise, overdeliver!” — While Tom Peters’ quote from the 1980s has faced criticism over time, it remains relevant today. 

Product and service quality are still among the top factors consumers consider. According to a Qualtrics study, a positive customer experience increases a customer’s trust in a brand by 3.3 times, and the likelihood of recommending it by 5.1 times.

👉 What defines a good customer experience, and how does it impact loyalty and performance? Discover how data helps brands create more relevant interactions. 🔍

It therefore goes beyond the commercial relationship and includes the overall perception a customer has of a brand. This covers all channels and touchpoints — physical, digital, and human.

A successful experience depends on several components: quality of service, smooth journeys, message personalisation, trust, and, of course, emotional connection. These combined elements shape the relationship between a business and its customers.

CX encompasses the entire customer journey and has a direct impact on loyalty and long-term value (LTV). It is distinct from closely related concepts:

32% of consumers stop buying from a brand they like after a single bad experience (PwC). With rising customer expectations and saturated communication channels, CX has become a strategic lever for companies.

The numbers speak for themselves: according to Harvard Business Review, a customer who has a positive experience spends 140% more than one who doesn’t. And just a 5% increase in loyalty can drive profit growth of 25% to 95%.

The classic 4Ps (Price, Product, Place, Promotion) from old marketing textbooks have evolved into the 7Ps, now including People, Process, and Physical Environment. Customer experience isn’t just the responsibility of one department: every employee contributes. Beyond sales performance, it influences brand perception and overall organisational consistency.

Customers often have needs that are not immediately obvious. Customer journey mapping helps evaluate the experience as a whole. It identifies key moments and pain points, from the first contact through to loyalty.

Delays in response times, complex checkout processes, or poorly targeted messages can all damage perception. Analytics and data visualisation tools help pinpoint areas for improvement. 

Key performance indicators (KPIs) to track: 

These insights provide teams (marketing, sales, product, support) with a clear, complete view of the journey — enabling a lifecycle marketing approach that continually enhances the experience at every stage.

A great customer experience relies on every link in the chain. Teams aligned with the company’s goals naturally pass on this relationship quality to customers.

As PwC highlights in its Future of Customer Experience report: technology is an enabler, not a substitute. Innovation, automation, and personalised communication should serve to enhance proximity and trust.

In this context, the data held in company systems (CRM, support, analytics) is a valuable source of insight. A Customer Data Platform unifies these data sets to extract insights and better understand customer needs.

Each interaction, purchase, or signal of interest becomes an opportunity to improve.

With DinMo, marketing teams can easily connect their data to business tools without relying on IT. This no-code approach boosts responsiveness and message consistency. It helps companies create personalised experiences that drive loyalty and long-term satisfaction.

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Customers now expect frictionless journeys between physical and digital channels. A purchase started on mobile should be seamlessly completed in-store. The line between online and offline is blurring — and this continuity strengthens both satisfaction and loyalty.

CX also hinges on an emotional connection with the brand. Consumers increasingly seek authenticity in interactions. Reviews and personal engagement build trust — but only if messages stay consistent across all channels.

The challenge is to orchestrate these interactions: synchronise touchpoints, harmonise data, and deliver a unified experience regardless of the channel.

Artificial intelligence (AI) is transforming customer experience management. It enables companies to analyse massive data volumes to anticipate needs and personalise every interaction.

Applications include: smart chatbots, predictive segmentation, product recommendations, contextual journeys, and customer scoring.

The gradual demise of third-party cookies is driving companies to focus on first-party data. Customer Data Platforms (CDPs) help organisations activate this data while staying compliant with regulations.

This approach improves both marketing performance and customer perception: more relevant communication, greater responsiveness, and real-time experience adaptation.

This transformation comes with a few major challenges:

Customer experience has a deeply human dimension, and it involves every part of the organisation. More than just a competitive edge, it’s a long-term growth lever.

In the age of data and AI, businesses now have new ways to understand and serve their customers better. By connecting their data to marketing actions, DinMo enables companies to build seamless, personalised experiences that also respect privacy.

Our modular, no-code approach strengthens performance, customer loyalty, and team autonomy.

👉 Discover how DinMo turns data into high-impact experiences.