It is no longer sufficient to have the best experience among a competitive set, it’s now necessary to have an integrated experience that rivals all marketing, service and commerce experiences a consumer can have with any brand. And not only that, we need to understand what it is consumers want at any given moment, which can depend on what they’re buying and who they’re buying for.

Brands need to know where to place their customer experience bets, including everything from the importance of service, versus product, versus being a force for good to their customers. We surveyed 2,000 UK consumers and 500 senior managers at leading brands to uncover what consumers think is important in the customer experience versus what businesses are prioritising. In this report, you will see what we found out.