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For many brands, having Purpose as a game plan for business growth has gone from 'nice-to-have' to strategic priority. Cultural trends, customer expectations and purchasing habits are rapidly shifting, and consumers are becoming more attuned to brands' values. Our report demonstrates that brand purpose not only complements your customer experience (CX) but is essential to staying competitive and relevant and generating profitable growth.

Gone is a checkbox-like approach to customer relationships, replaced by a set of standards that not only put customers at the heart of organisational decisions to an extent not seen before, but also takes a strong stance on how outcomes for customers are measured and evidenced against.

With this point of view, we show you what it means to truly excel in customer-centricity, and how, with the expertise present at Zone, we are your natural partners for lasting success.

In 2022, we face a perfect storm of challenges when it comes to serving the customer. What constitutes a good or great customer experience (CX) has changed, along with how the customer behaves. Our research with Marketing Week shows how fundamental a role employee experience (EX) plays in CX. Brands that outperform competitors are more likely to agree strongly that EX positively impacts CX, and to have an EX budget, roadmap and areas of priority.

We've partnered with People Management and Management Today to celebrate the leaders who are providing outstanding employee experience in their organisations or actively working to prioritise and transform their EX.

This whitepaper combines exclusive third-party research conducted with brand decision-makers and senior executive insights on how EX is the foundation of exceptional CX. We explore why EX isn’t gaining enough traction when its benefits are clear, and how to go about pursuing an EX improvement strategy effectively, starting today.

This whitepaper explores the ways in which businesses can provide better experiences for their customers by demonstrating higher levels of maturity in areas of employee experience and enablement.