Experience by design
Dedicated to the design, elevation, and transformation of experience.
AI is reducing the cost and complexity of producing products, services, and content, increasingly diminishing functional differentiation between competitors. As these capabilities become widely accessible, sustainable advantage is shifting to experience, clear purpose, emotional connection, and trusted relationships.
Why experience matters
Experience has become one of the most strategically important dimensions of any organisation
A changing landscape
In an environment where products commoditise, technology equalises, and customer expectations continuously rise, experience is the most sustainable basis on which to compete.
Design to differentiate
Experience is the most enduring competitive advantage, because it is structurally embedded in culture, values, and relationships – systems that cannot be reverse engineered overnight.
Consistency at scale
Experience encompasses every audience, channel, touchpoint, and interaction – internal and external. It is the only lens broad enough to align an entire organisation around a single, coherent purpose.
The benefits of experience
Experience drives financial performance
73% of consumers point to experience as a key factor in purchasing decisions - PwC
1% reduction in poor CX resulted in up to £75m additional future sales for a global vehicle manufacturer - IPSOS
70% of customers choose brands based on the expectation of a good experience - IPSOS
Employees power customer experience
Organisations with highly engaged employees outperform competitors by 147% in earnings per share - Gallup
Highly engaged teams translate to better customer service, innovation and retention - Gallup
Companies with strong employee engagement outperform peers in operating income and revenue growth - Gallup
Fragmentation limits CX execution
Disconnected insights, data and systems make it difficult to identify high-value segments or personalise engagement at scale - PR Newswire
93% of CX leaders struggle with fragmented feedback, leaving them without a centralised intelligence system to unify insights and drive meaningful action - Zonka
Many experiences are forgettable
47% of consumers described recent brand experiences as "nothing notable", and a significant portion were negative - highlighting a gap between expectations and delivered experience - IPSOS
87% of customers who say they had a great experience will make another purchase from the company, compared to 18% of customers who had a very poor experience - SuperOffice