Creativity and the evolution of the customer experience

Four fifths of senior marketers around the world believe that creativity will be critical to transforming both customer experience and business overall, but a new study finds that less than half will focus investment here in the year ahead.

In a global survey of 1,000 CMOs and senior-level marketers on customer experience, conducted by the Isobar agency, 85% of respondents said that creativity and big ideas that “build the brand and that make create an emotional connection” are important to the future success of their business.

But rather fewer (52%) ranked it as the most important element and just 47% indicated they are investing in creativity next year as a priority.

The report argues that creative experience is an evolution of customer experience, using creativity to create distinct and connected experiences that create a place for brands to live in people’s lives.

The forms those connected experiences take are constantly evolving alongside technology. For example, three quarters (74%) of marketers said they are already using or anticipate using voice technologies; two thirds (64%) are already using or expect to use AR and VR in the near future.

Tech advances are also changing what consumers want in terms of CX: more than half (57%) of those surveyed said that increased customer expectations are a barrier to customer experience excellence.

There was widespread agreement, however, that customer experience (and commerce capabilities) has to be seamless and consistent across all channels.

“Experience is the only point of meaningful differentiation in brands,” said Ronald Ng, Isobar Global Chief Creative Officer. “Whilst technology provides the infrastructure, it’s a creativity that enables customer experiences to have meaning.”

The report outlines three imperatives for superior CX: 

  • a customer-centred business strategy
  • an innovative use of technology
  • data analytics to personalise products and services

Marketers who do not embrace these capabilities are at risk of being left behind, the report warned.


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

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APPIES Festival – Judging & Presentations
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