Exceed Expectations with Extraordinary Experiences

What today’s consumers want isn’t what you think

In June 2017, Accenture Strategy surveyed nearly 25,000 consumers in 33 countries to understand how their preferences, beliefs and behaviors are evolving—and how companies can capitalize on changing consumer sentiments to achieve new levels of growth.

In the digital age, it’s become more apparent that companies understand that their future growth depends on their ability to deliver high-quality, personalized customer experiences (CX). For many companies, however, CX investments are not generating the growth or competitive advantage they envisioned. Why? Customers’ expectations are simply evolving far faster than companies’ abilities to address them.

Our research reveals there continues to be a tremendous opportunity for companies to set themselves apart in the field of CX. But, contrary to popular wisdom, competitive advantage will no longer come from meeting customer demands. To thrive in the years ahead, companies must exceed those demands by a significant margin.

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