Latest news with #brandexperience
Forbes
29-06-2025
- Business
- Forbes
Revenue Growth Lies In Synergy Between Brand and Customer Experience
Great brands have always promised more than just a product or a price—they offer an experience. But too often, the brand experience that draws in new customers and the customer experience that follows are disconnected. That disconnect can cost companies growth, retention, and credibility. It's a complicated challenge for brands wanting to put their best foot forward but not wanting to overpromise and underdeliver. In a recent conversation, Dipanjan Chatterjee, Vice President and Principal Analyst at Forrester, laid out why bridging this gap matters more than ever—and how Forrester is helping companies do just that. Chatterjee explained that Forrester has long maintained two key tools: the Customer Experience Index and what used to be called the Brand Energy Index. The former focuses on how customers perceive their interactions with a brand—how effective, easy, and emotionally resonant those experiences are. The latter, now refined and renamed the Brand Experience Index, looks at how prospects and customers perceive a brand—through salience, fit, and trust. Forrester's new move is to merge these two into a single metric: the Total Experience Score. This unified view offers a complete picture of how a brand is perceived before and after someone becomes a customer. According to Chatterjee, this is the first time any firm has brought these metrics together into a single system, and it comes with a practical application: helping companies drive growth. Brand Experience And Customer Experience Will Drive Growth Chatterjee describes growth as happening along two axes—winning new customers and serving existing ones. The Total Experience framework maps brands across both dimensions using a simple grid. Companies that perform well on both axes are considered leading brands. Those that struggle on both are lagging. Some win new customers but fail to keep them—these are churning brands. Others serve existing customers well but struggle to attract new ones—they've plateaued. To make the concept more tangible, Chatterjee shared a few examples from the airline industry. Among the major U.S. carriers, Delta, American, and United have similar Total Experience scores overall. But Delta leads the group, while United ranks third. The nuance is in the details: Delta performs better in both customer experience and brand perception among existing customers. Interestingly, United performs better than Delta among non-customers, suggesting it's doing a good job with marketing—but not delivering on those promises once customers are MADERA, CALIFORNIA - DECEMBER 20: A Tesla Cybertruck is displayed at a Tesla dealership on ... More December 20, 2024 in Corte Madera, California. Electric car maker Tesla is recalling 700,000 vehicles over a tire pressure warning system that could fail to warn drivers of low tire pressure. 2024 Cybertrucks, 2017-2025 Model 3 and 2020-2025 Model Y are being recalled. (Photo by)Tesla Brand Reputation Drops Another example is Tesla. Current Tesla customers report high satisfaction with the product and service, but non-customers have the lowest perception of the brand of any major company Forrester studied. Tesla is no longer just a car company—it's a cultural flashpoint, and that's affecting its brand experience score. Chatterjee notes that this is a brand with strong retention but declining acquisition potential due to eroding external perception. The takeaway for business leaders is clear. First, connect your brand and customer experiences. If these teams are working in silos, you risk losing prospects before they ever convert. Second, use a unified metric like the Total Experience Score to understand and manage the complete journey. Third, benchmark your brand against others in your category to understand whether you're leading, churning, plateaued, or lagging. That's the only way to identify the right strategy for growth—whether it's investing in brand awareness, improving service delivery, or both. Revenue doesn't come from brand or customer experience alone. It comes from the synergy between the two. And in a competitive, fast-moving marketplace, brands that close the gap will be the ones that Experience Quadrant Analysis Action Why It Matters 1. Diagnose the Gap. Map your BX promise against CX reality by segment. You can't fix what you can't see. 2. Adopt a Unifying Metric. Use a Total Experience score. Shared KPIs align marketing and CX toward growth. 3. Plot Yourself on a Growth Grid. Are you Leading, Plateaued, Churning, or Lagging? Strategy depends on knowing where you stand. 4. Invest Where the Leak Is Largest. Let data—not organization charts—drive decisions. Churning brands need delivery fixes; Plateaued ones need brand revitalization. After reflecting on my conversation with Mr. Chatterjee, it is clear that having the visibility to brand gaps will give CMOs the advantage of making better growth bets.
Yahoo
25-06-2025
- Business
- Yahoo
Forrester Introduces The Total Experience Score: A New Metric For Measuring The Power Of A Unified Brand And Customer Experience
Aligning brand and customer experience empowers companies to outperform competitors, achieve up to 3.5x revenue growth, and earn higher customer retention and loyalty LONDON, June 25, 2025--(BUSINESS WIRE)--According to Forrester's (Nasdaq: FORR) Global Total Experience Score Rankings, 2025, when companies align their brand promise with the experiences they deliver across both customer and non-customer segments, they are better positioned to win and serve customers — unlocking up to 3.5x revenue growth and significantly boosting customer loyalty. Forrester's research shows that brand experience (BX) and customer experience (CX) are interconnected. To drive growth, companies need a harmonized framework that evaluates both experiences in tandem. Forrester's Total Experience Score, a new metric launching today, integrates scores from Forrester's new Brand Experience Index (BX Index™) and its long-standing Customer Experience Index (CX Index™) to generate a single score that reflects how both non-customers and customers perceive a brand. The only metric that measures the impact of brand perceptions across the entire customer lifecycle, the Total Experience Score also provides an in-depth analysis to identify specific actions that companies can take to drive growth. Key findings from the global Total Experience Score rankings include: In North America, direct banks excelled while insurers struggled. Direct banks achieved the highest average industry score in both the US and Canada, while the lowest average scores were for health insurers in the US and auto/home insurers in Canada. Europe has a large disparity between customers and non-customers. The gap between customer and non-customer scores is wide across Europe — 18 brands scored more than twice as high with customers as non-customers. The top-scoring industry in the region was investment firms in the UK, while the lowest was Swedish banks. In Asia Pacific, investment firms performed strongly. The top-scoring industries in India and Singapore were investment firms, and in Australia, it was banks. The lowest-scoring industries in this region were banks in India and Singapore and auto home insurers in Australia. To calculate a brand's Total Experience Score, Forrester first analyzed the performance of 413 brands across 10 industries and 13 countries based on how more than 360,000 consumers perceived them. It then determined how these brands fared on the BX Index and CX Index. The interplay between BX and CX is further captured in a "growth grid," Forrester's snapshot of how successful a company is at both winning and serving customers and how it stacks against its peers. Companies that want to grow revenue must align their initiatives along both these vectors: Win new customers and serve existing customers to generate revenue from retention and enrichment. The non-customer and customer components of the Total Experience Score, plotted on the two axes of the growth grid, represent each of these vectors. "Driving growth requires a dual focus — shaping brand perceptions that inspire consideration and loyalty and strengthening them through consistent, customer-centric experiences," said Keith Johnston, group research director at Forrester. "While BX and CX are powerful revenue drivers individually, when integrated into a cohesive total experience, they amplify one another to deliver even greater financial returns. Companies can use the growth grid as both a diagnostic and prescriptive tool to shape their brand and business strategy. Additionally, this framework allows companies to assess their competitive standing as well as performance across brands within their own portfolio." Forrester's Total Experience Score, BX Index, and CX Index rankings and results are accessible within the Forrester Decisions portfolio of research services. Clients of Forrester Decisions services for Customer Experience, B2C Marketing Executives, and Digital Business & Strategy have access to the BX Index and CX Index annual benchmarking exercise to measure the interconnectedness between brand and customer experience. Resources: Learn more about the Total Experience Score and how it can drive growth. Read more about the results of Forrester's 2025 global CX Index and explore Forrester's 2025 global CX Index report (client access required). Visit here to learn more about Forrester's BX Index. Learn more about Forrester's CX Index, BX Index, and Total Experience Score methodologies. About ForresterForrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, sales, and product functions to be bold at work and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit View source version on Contacts Press contact:Hannah Segvich hsegvich@ Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Forbes
18-06-2025
- Business
- Forbes
AI, Retail Design, And The Future Of In-Person Brand Experiences
A Jacquemus installation at Selfridge's, aimed to elevate the brand experience with sensorial ... More spatial design and dynamic scenography As retail reclaims its role as a space for real-life connection and not just commerce, brands are reimagining their physical spaces not just as stores, but stages with consumers at the center. Immersive in-person experiences have emerged as one of the most effective ways to build brand equity and loyalty in an increasingly digital world, forcing brands to rethink their use of spatial design for optimal experiences. At the heart of this evolution lies AI, which is quickly becoming a catalyst for helping brands forge emotional, lasting bonds with consumers. A clear shift is happening in the brand-consumer relationship, with interactions becoming more about experience and community-building rather than transaction. Brands are starting to place culture and emotion, rather than products, at the heart of their ecosystem. To do so, they are increasingly turning to physical spaces: pop-ups, cafés, curated exhibitions, or hybrid stores blending product displays with services. This dynamic is influencing how experiential design comes to life. Daan Lucas, founder of Random Studio, a design studio based in Paris and Amsterdam with nearly 20 years of experience, tells us: 'We see brands looking to relate to consumers in a different way. Exchanges can no longer just be about a brand anymore: now, we see spaces turning into theaters where consumers can become actors and play with a brand.' Generative AI, as it turns out, is proving to be key in delivering such experiences. In this sense, tech is becoming a powerful, value-added tool rather than a gimmicky centerpiece. Incorporating AI into experiential design can transport consumers into a brand ecosystem that goes far beyond the traditional, transactional shopping journey. Last year, Nike developed, in partnership with Random Studio, an in-store installation focused on wellbeing at its House of Innovation in Paris. The activation let visitors embark on a meditation journey powered by AI. In a dedicated space where lighting went from cool to warm, individuals were invited to start breathwork, guided by the tempo of lighting: a blueish resting rate to a rosy pink as the exercise progressed, made possible by a thermal camera that tracked changes in breath rate. This experience gave customers the opportunity to take a break and meditate at their own rhythm, encouraging them to think about wellness, not just sports and movement, when interacting with the Nike brand. Meditation session guided by dynamic lighting and prompts based on customers' own breathing ... More patterns. Incorporating AI into spatial design enables brands to offer memorable, interactive moments that shift the focus from transaction to connection. 'We see AI as a way to connect with people in a way that goes beyond a commercial moment. Technology makes people forget about themselves for a minute and relate to a space and moment, which can feel magical,' says Lucas. Experience becomes the product, and emotional impact the currency. His studio's installation for Glossier's Paris pop-up two months ago perfectly embodies this notion of sensorial experience and emotional connection to a brand or product. Random Studio partnered with Glossier to create an AI-powered pop-up experience to celebrate the ... More launch of its newest fragrance. Glossier's temporary pop-up was built to showcase its latest fragrance launch, for which Random Studio designed a retail experience meant to stimulate the senses and spark an emotional connection, subtly echoing the role of a fragrance. When visitors picked up the bottle of perfume, a camera captured their facial and body expression and sent it to ChatGPT for it to create a poem based on the visitor's clothing, presence, and expression, surprising them with a unique touch. Here, the use of AI and technology was very subtle, designed to provide a romanticized, personalized sensorial experience for consumers. These applications are just a teaser of how AI can elevate brand activations and provide quality, memorable experiences to consumers. While AI has been integrated into retail spaces and visual merchandising for some time now, its applications in experiential design are only beginning to shape the future of brand experiences. Tech-driven activations like projection mapping (a technology that turns surfaces into dynamic displays) and motion tracking are now being enhanced by AI to deliver a new standard of in-person customer experiences. Stores can have visuals that adapt in-real time based on customer demographic and environmental factors and project imagery that is adaptive and relevant to an audience. AI-powered motion tracking enables highly interactive, personalized gamified interactions leveraged today mostly by sports brands to allow customers to engage differently with a brand and its products. As more brands continue to experiment and adopt the technology, stores will become more interactive and agile, evolving with their visitors to deliver seamless personalization and enjoyment. 'Stores will start behaving like digital spaces — they'll become more dynamic. They can respond to the rhythm of the sun throughout the day and adapt their behavior depending on whether there's one person in the store or many. Sound and lighting can shift accordingly,' explains Lucas. For the launch of Chanel's newest watch, Random Studio helped integrate AI into the scenography and the physical space, combining inputs and outputs so that scents, audio, and screen content were all linked and the time of day defined the atmosphere. This resulted in the entire flagship space changing in terms of light, sound, and content to create an unexpected, interactive experience that appealed to all senses and gave Chanel the opportunity to create a lasting impact on visitors. Not only did this application help create total brand immersion in a way that creates memorable moments for consumers, it also shows how stores have the potential to become highly adaptive and relevant to customers in real time. Already now, retailers should be able to display specific products on in-store digital screens based on live weather, showcase product recommendations according to current social media buzz, make custom style recommendations depending on a visitor's outfit…and much more. As consumers increasingly expect and value personalized brand experiences, from product recommendations to brand interactions, retail design will play a crucial role in delivering memorable brand experiences that bring differentiation, boost awareness, and drive lasting impact in consumers' minds. Generative AI is becoming central to powering new standards of in-person brand experiences. The most innovative and forward-thinking brands are already experimenting with it to turn physical spaces into emotionally charged, ever-evolving environments that build lasting impressions with consumers. For brands that wish to build a connection with their audience, investing in physical activations isn't enough. The future of brand experiences will run on AI, not for the sake of technology but as a creative partner in storytelling, experiential design and emotional connection.
Travel Daily News
10-06-2025
- Business
- Travel Daily News
NewTerritory to lead brand experience transformation for LATAM
NewTerritory appointed by LATAM Airlines as brand experience and design partner following a global tender, marking their first collaboration. Project spans redefining LATAM's product design guideline and design philosophy to enable a number of future design programme launches. Aviation brand experience and design studio, NewTerritory, has been appointed as LATAM Airlines' strategic partner to deliver a wide-ranging and comprehensive transformation of its product design experience, following a competitive multi-agency tender process. Marking the first collaboration between the London-based studio and the largest airline in the Southern Hemisphere, NewTerritory will lead the delivery of LATAM's new product design identity and design philosophy, along with the supporting documentation that will shape all future design programme launches. As the sole partner for this strategic element, NewTerritory will define the creative direction and ensure it ties seamlessly across the entire passenger and employee experience, feeding directly into future developments and launches. The all-encompassing project begins with the creation of a comprehensive Product Design Bible – a foundational document that will define what it means to step into a LATAM space. From the check-in counter and airport lounge to the aircraft seat, this work will establish the core principles that guide every touchpoint in the passenger journey. This new design experience will then cascade into the development of a number of future design programme launches later into the year, including hard and soft products. Speaking on the announcement, Nadja Orwell, Director of Client Partnerships at NewTerritory, said: 'Flying may be more familiar than ever, and because of that, customer expectations continue to evolve with growing demand for personalisation, comfort and considered moments throughout the journey. 'For airlines, this means working harder than ever to deliver experiences that feel intentional, elevated and memorable to create moments that speak to passengers' emotional needs. 'That's what makes this partnership with LATAM so exciting. Starting with the Product Design Bible gives us a clear foundation to define what LATAM stands for as a brand – and to express that design DNA across future programmes, shaping the onboard journey for both passengers and crew. It's an approach that brings consistency, coherence and, most importantly, experiences that truly resonate.' Dominic Purvis, SVP of Product and Customer Experience at LATAM Airlines, added: 'NewTerritory demonstrated a unique ability to connect brand, design and customer experience in a way that felt both strategic and emotionally intelligent. Their creative approach and cross-sector insight made them the standout choice in a highly competitive process. 'This partnership marks a major step in our journey to deliver an elevated, distinctive and cohesive LATAM experience – one that reflects the warmth, diversity and vibrancy of Latin America while embracing innovation and human-centered design. We're not just enhancing the travel journey, we're crafting an experience that is emotionally resonant, culturally authentic and truly unlike any other, making it unmistakably LATAM.' Further details on the project will be shared later this year, with phased rollouts expected to align with LATAM's broader innovation and customer strategy.
