HAVAS CX cxMARKS THE SPOTExperience has become a key focus of customersto evaluate brands; yet only 8% think companiesdeliver on their promise. To solve this challenge, Havas launched Havas CX, an international network dedicated to delivering meaningful brand experiences across the entire customer journey. The network brings together over 1,500 CX specialists from 18 countries across the Havas network, under a common structure, governance, methodology and mission. TRANSFORM- Help companies move from internal operations focused tocustomer centric organisation DELIVER - Design and build a meaningful expereince atevery touch point of the customer journey ENGAGE -Orchestrate the customer interactionsacross all channels to improve engagement Here, CX leaders across our Group discuss the importance of the customer experience and predict how the landscape will look in 2025. TRACEY BARBER, PATRICK THISTLETHWAITE, Global Business Global Chief Marketing Officer, Managing Director, Havas Health CX Havas Creative Group Healthcare, and especially the pharmaceutical Customer experience defines how we feel industry, has been a laggard in consistently about the brands we interact with each and adopting and implementing CX best every day. A consumer’s experience of any practices. While change had been starting to brand is formed through the multiple signature creep slowly in, in the last year there has been a moments and personal interactions with it. As massive shift of our clients’ organisational priorities. technology advances, any conceivable purchase is just a couple The driver, unironically, has been the customer. Customers of clicks away, creating a myriadof signature moments to get are exposed to good CX in other parts of their lives, and are right or wrong. So CX is the new battleground. It’s where the fightdemanding it in Healthcare. Pharmaceutical clients are seeing for attention and share of the market will be won or lost. Our rolenon-traditional competitors – who are very good at CX – emerge. as brand guardians is to ensure we lead our clients through that This is driving a transformation in healthcare communications. fight victorious and Havas CX will allow us to do just that. PRASHANT TEKWANI, EVP & Business Head, OLIVIER VIGNEAUX, CEO Havas BETC Fullsix Havas CX India In this super digitised environment, the major New habits are formed with repetitive actions stake for brands will be to fight against what over time, but the pandemic has accelerated we call the “digital sameness”. What is it? behaviours, for customer and brands alike, It’s a standardisation of experience, due to a to adopt digital. In the buying journey, offline generalisation of best practices, all identical. touchpoints must be reimagined as online To put it another way, this standardisation could experiences at each stage, from awareness to correspond to a kind of “Amazonisation” of the advocacy. With fewer physical interactions, digital experiences user experience, where everything would end up being alike. will be key in retention as well acquisition. With the help of AI It’s a real danger for brands. The lasting bond between brands and data driven UX, web browsing experiences emulating the and people will come from their ability to defend a unique added delight of in-store will create for a richer experience driving more value, throughout their customer journey. In the coming years, thestickiness. Brands will have to depend on technology to tackle balance between ethics and marketing will also become a real customer service, which in the long run will be as instrumental in challenge for brands. They will have to provide an increasingly the buying cycle as SEO. A great omnichannel environment will personalised experience while guaranteeing the privacy of their be created by giving emphasis on digital experiences first. users. It is therefore essential that brands have the necessary technology, data and creative skills to find balance. LIZ ROCHE, General Manager, Chief Strategy Officer, Havas CX Helia US ORIANNE TROUILLET, Head of Experience & The modern consumer interacts with anywhere Service Design, ekino from 6,000 to 10,000 brands per day. The Experience is the feeling that remains once fact of the matter is that there has never been you have interacted with a brand whether on a better time to have a great idea. Startups a physical, a human or digital touchpoint. It is and disrupter brands continue to crop up to important because, for customers,experience meet and exceed the expectations of the modern can transform into desire and willingness to go consumer. These brands increasingly keep overhead low and after the same brand again, or not. Therefore, for deliver on promises of convenience, quality and customer care. companies, the customer experience is a way of differentiating This influx of brands and solutions in the market puts an added from the competition, attracting new customers and retaining pressure on brands to do better – not just in advertising but them. But it’s also a wonderful way to align the company through every touchpoint. Thoughtful CX strategy and design is operating model with the brand promise and to share a the key to unlocking how brands can create deeper connections meaningful vision with the employees and empower them in the with consumers and stand out in a sea of sameness. game. 38 Havascx.com @HavasCX https://www.linkedin.com/company/havascx/