Gina Michnowicz | Nov. 10, 2025
Focus on customer experience for competitive advantage
Marketers, to gain a winning advantage, start with customer experiences—delivering consistency, care, and genuine human connection.
Note: This was originally published in July 2021 and updated in November 2025 for comprehensiveness. Happy, loyal customers can have a significant impact on both your top and bottom lines. That means that customer retention should be top of mind for marketers today.
I certainly have brands that I’m fiercely loyal to. This loyalty stems from how they make me feel when I’m engaging with their brand, whether during purchasing cycles or on social media. But if the customer experience doesn’t meet my expectations, I move on. And I’m not alone.
What the data says about the experience gap
According to PwC’s 2025 Customer Experience Survey:
70%
of executives say customer expectations are evolving faster than their company can adapt
29%
of consumers stopped using a brand due to poor customer experience online or in person
53%
of consumers expect a seamless customer experience as a minimum expectation
PwC’s survey findings also reveal a major disconnect: Nearly 9 out of 10 executives say loyalty is on the rise, yet fewer than half of customers agree. This is both a warning and an opportunity.
Why customer experience matters more than ever
Happy, loyal customers don’t only return, they advocate. They review, recommend, and amplify. By creating experiences that consistently delight, brands can:
Retain more customers and reduce acquisition costs.
Strengthen reputation and build trust.
Drive measurable revenue and long-term growth.
Two ways to start improving CX today
So what can marketers do to drive customer loyalty? As I shared in a previous post, performance marketing should integrate customer experiences. It’s crucial not to lose sight of the importance of human connections and flawless, magical experiences. Campaigns can earn clicks, but only meaningful experiences earn customer loyalty.
“Campaigns can earn clicks, but only meaningful experiences earn customer loyalty.”
“Campaigns can earn clicks, but only meaningful experiences earn customer loyalty.”
Here are two tips to use as a starting point.
1. Discover your brand’s magic and market it consistently
Disney remains my favorite example of consistent brand magic. Every touchpoint—from parks to social content to influencer collaborations—reinforces the same enchanting story. That consistency creates trust and loyalty. (An all-time favorite of mine is their collaboration with Claire Crosby singing a Disney Princess Medley.)
Every brand has its own magic. The magic comes from your brand differentiators. For Target, one differentiator is its great product collaborations, such as those with Studio McGee and Levi’s. For Apple, it’s delivering beautiful, seamless products and experiences.
When you’re consistently marketing your magic, customers learn they can count on your brand. This seems simple, but many brands are inconsistent. This inconsistency can allow competitors to take market share over time.
2. Show customers that your brand genuinely cares
Loyal customers deserve to be remembered and taken care of. This is why loyalty programs were created, but true care often emerges even without one.
For me, Four Seasons Hotels & Resorts sets the standard. The staff have an uncanny ability to recall details that matter to each guest and make the whole experience better. When customers feel recognized and appreciated, they don’t just return, they advocate. When they advocate, your brand’s reputation grows—and so does your long-term revenue. (You can explore more insights on loyalty types and how they impact your long-term revenue in our recent article, “How to cultivate true customer loyalty: A human-centred approach for long-term growth.”)
Ready to improve your customer experience?
If you want to assess how your CX could be improved, contact us. We’ll help you craft the moments that matter most.