That is, the presence or absence of these factors determines whether a customer judges a particular experience as good or bad. The first four-convenience, choice, navigation, and payments-are indispensable. “ Our recent survey of 6,200 customers in China, France, and the United States uncovered seven CX factors that directly influence customer satisfaction. According to Gartner®, “TX is a strategy that creates superior shared experiences by intertwining the multi-experience (MX), CX, employee experience (EX), and user experience (UX) disciplines.” A sophisticated customer experience is the goal, but more importantly, it is delivering a total experience that meets or exceeds customer expectations. Research on this topic brings home how critical this is.Ī recent Harvard Business Review article brings home how critical this is. It requires a shift from customer experience (CX) to what Gartner® calls total experience (TX). Giving customers these choices require brands to have synergy across multiple experience disciplines. Others prefer to avoid personal interaction and choose a tech interface whenever possible. Some customers prefer human interaction, others self-service across digital channels, and many require a combination of physical and digital. Giving them the option to choose what messages they want to receive along with when and how they receive them is essential for creating a successful journey. Journeys are no longer linear and are driven by the customer-be it the consumer, retailer, or distributor-who determines the preferred path including any stops, starts, and detours along the way. How can brands accomplish this when not all customer journeys are alike and consumers are in control? The pressure is on CPG brands to meet these accelerating expectations and answer these unspoken questions that are top of mind for consumers. The experience working with and for a company. How do consumer goods manufacturers treat suppliers, employees, and consumers? Are they providing and participating in current platforms and technologies?.Trust in manufacturer integrity. Is the manufacturer doing what it says it is doing?.Financial impact and uncertainty. What is the value of this product? Is it worth the money? Does it work?.This translates to consumer behaviors evaluating three primary areas: One that is transparent across the product lifecycle and is personalized at every touchpoint, regardless of whether it’s the ever-demanding business-to-consumer (B2C) realm or the not-so-different-anymore business-to-business (B2B) landscape of consumer packaged goods (CPG) distributors and retailers.Īccording to Gartner® Top Strategic Technology Trends in Consumer Goods Manufacturing for 2023, the top CG technology trends in 2023 focus on customers, technology, and sustainability. What do customers want? They want the consumer goods brands they buy and love to deliver a total experience.
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