In his write-up of our April Monthly Marketing Meetup, SIG member Mat Wylie recaps a powerful panel discussion on how customer experience (CX) brings brand promises to life. Read below for the key takeaways on the power of empathy, the role of internal culture, the importance of consistent touchpoints, and how the smallest details can leave the biggest impression.


Brand Promises, but CX delivers

The April Monthly Marketing Meetup, held recently at the Marketing Association offices explored the crucial connection between making brand promises and the customer experience (CX) that brings those promises to life.  

The highly experienced and knowledgeable panel included Stephanie Quantril, founder of Cue Marketing Partners with over 20 years’ experience working for some of the most respected and well-loved brands in New Zealand and overseas, Daniel Birch a CX/UX and CRO expert with over 19 years of experience spanning brand, digital and UX, and Imogen Worsp who has spent the last 20 years bridging the gap between brand marketing and customer experience, working across iconic NZ and international brands including Air New Zealand and  Pak’nSave. The panel brought their combined decades of experience to the discussion that explored how businesses define their brand through every touchpoint of the customer journey.  Panelists shared valuable insights backed up with practical examples on how a customer-centric approach, continuous improvements, and an empowered internal culture are essential to building strong customer relationships that align with brand values and ultimately drive business success.

Understanding Customer Experience (CX)

The discussion began by defining Customer Experience (CX) as the total journey a customer has with a brand, encompassing all touchpoints and interactions. It was emphasised that businesses must adopt a customer-led approach, focusing decisions on customer needs rather than solely on the product. A key aspect of this approach is empathy—actively experiencing the customer’s journey to truly understand their perspective and pain points. This process of "walking in the customer’s shoes" was highlighted as a powerful way to uncover insights that can drive meaningful changes in the customer experience.

Managing Customer Touchpoints

Another significant point raised was the importance of managing all customer touchpoints. Businesses must look beyond just the obvious interactions and consider all points of contact, ensuring consistency across each one. Aligning a company’s brand strategy with the customer experience is critical, as every touchpoint should deliver on the brand’s promises. This applies to both the physical and digital environments, where the need is to ensure that digital engagement is clear and easy to navigate. A straightforward path to conversion, with well-communicated offerings, is key to improving customer satisfaction and delivering a great customer experience.

Feedback and Research

The panel also emphasised the importance of engaging with feedback, particularly complaints, as they often reveal areas for immediate improvement. Research was presented as a vital tool for gaining customer insights, with the discussion highlighting that market research doesn't need to be expensive or complex. Simple, lean methods can still provide valuable feedback. Businesses were encouraged to conduct their own market research, even without a large budget, using approaches like customer conversations or synthetic customer panels to gather actionable insights that can inform CX improvements.

Internal Culture and Leadership

An overarching theme throughout the discussion was the role of internal culture in driving CX. The panel stressed that delivering great CX must be a company-wide effort and cannot be delegated to a single department. It was noted that leadership plays a pivotal role in fostering a customer-first culture that permeates throughout the organisation. The discussion also pointed out that during rebranding, companies should first focus on internal alignment. Employees need to understand and become advocates for the brand’s values to effectively communicate them to customers. Without this, a brand risk creating a disconnect between what is promised and what is delivered.

CV impact on the bottom line

The panel highlighted the direct connection between CX and a company’s bottom line. It was stressed that CX should be viewed as an investment, not a cost, and focus on the measurable impact on revenue. Demonstrating the commercial importance of CX, by linking it to outcomes such as customer retention, loyalty, and repeat business was seen as essential for creating a sustainable business case for continued investment. The discussion underscored how CX can be a key driver of business success when aligned with financial goals and business objectives.

Continuous Improvement and Evolution

A key takeaway from the panel was the need for businesses to adopt a mindset of continuous improvement in CX. It was suggested that companies start small and build upon their CX efforts incrementally, making adjustments based on customer feedback and evolving needs. It was emphasised that businesses should not overthink the process—small changes, such as streamlining a process or trialling something new, can lead to significant improvements in customer satisfaction. Ongoing adaptation is necessary to stay competitive and meet the changing expectations of customers.

The Little Things Matter

Finally, the panel highlighted the importance of small, thoughtful details in shaping memorable customer experiences. It was noted that while large-scale innovations are valuable, it’s often the little things—such as unique touches or unexpected gestures—that leave a lasting impression on customers. These small details can significantly enhance the overall CX and differentiate a brand in a crowded marketplace. By paying attention to the seemingly minor aspects of the customer experience, businesses can build stronger, more loyal customer relationships that build a more sustainable and profitable future.

Source: Mat Wylie, 2 May2025