Changing the game
The new rules of Customer Experience in the ‘Intelligent Experience Economy’

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The ‘Intelligent Experience Economy’ will force organisations to reimagine the customer experience.

A new era of customer experience ('CX') has arrived. We call it the Intelligent Experience Economy. In the Intelligent Experience Economy, the combined impact of mobility, AI and the Cloud will enable organisations to completely reimagine the relationship between brands and consumers. This goes beyond convenient and accessible experiences to interactions that are radically more valuable to the customer. This new era will be defined not only by the valuable experiences that organisations will create, but also by the speed at which these experiences will be delivered to the market.

In late 2016, PwC commissioned Forrester Consulting to evaluate the state of global CX today and the capabilities required to reimagine and execute the customer experience of the future. In-depth surveys and interviews with 507 global C-suite executives responsible for CX strategy were conducted. Our findings suggest that organisations need to make big changes to thrive in this new reality.

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