Isobar’s exclusive study of over 1350 global CMO’s has assessed the evolution of customer experience design in the age of Covid-19 and beyond.

The survey discovered that 64% of CMOs have “completely or moderately” changed their CX strategy in response to the Covid-19 crisis, with 1 in 5 having ‘completely’ changed their approach. Among those CMOs who have changed their strategy, investment in innovative new products and services is the most popular strategy among businesses of every size and scale, adopted by 45% of all CMOs, and 49% of CMOs of larger organisations.

The report argues that we are witnessing the continued rise of ‘Creative Experience’, a new approach to customer experience focused not only on eliminating friction but on engineering delight and building differentiation. It describes the first wave of ‘Customer Experience’ or ‘CX’ as focussing heavily on removing friction and eliminating pain points, emphasising that in a one-click (or no click) world, brands risk becoming increasingly indistinct - and increasingly invisible.