BEST PRACTICES DRIVING BRAND CONSIDERATION AMONG MILLENNIALS

To better understand the implications of these new rules of engagement on the retail playing field, Phoenix Marketing International and its strategic communication and marketing partners (Direct Choice Inc. of Wayne, PA and Boston-based HaloEffect) recently asked US consumers about their CX expectations, the overall CX provided by major industries, and to identify brands offering memorable CX.

We found three types of CX best practices that drive brand consideration among Millennials: eight core CX capabilities, four capabilities calling for proactive consumer communication, and four others involving social media.

What stands out among these insights is the structure they provide for executing on the new “pull” marketing paradigm. In particular is that a brand’s reputation for the CX provided to customers has staying power.

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