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lnterbrandBestGlobalBrands2021WelcometoInterbrandBestGlobalBrands20212Weclosed2021withaclearunderstandingthatthebestbrandsintheworldembodyasimpleandimportantprincipleintheAgeofYou:Theymoveatthespeedoflife.Thismeansthatthemostsuccessfulbrands—theoneswiththemostpresenceinpeople’sworlds—aredesignedtoliveinmoments,evenastheyscaleandpushboundaries.Thesebrandsempathizewithindividual’spriorities,meetingpeoplewheretheyare,whentheywanttobemet.In2021andbeyond,theneedtoconnecttopeople,tobemorepersonal,isacriticalelementofbrandandbusinessgrowth.Whilegrowthisasingulargoal,it’sacomplexsubjectthatcanbeopenedup,explored,anddissected,allwiththeaimtoaccelerateandsustainit—andwherebettertostartthanwiththeBestGlobalBrands?Thisyearwe’regoingbehindtheTop100tofindouthowtheBestGlobalBrandsdefine,fuel,andsustainprogress.Theyaren’tjustchargingahead,they’redefiningwhatgrowthmeansfortheirbrandsandbusinesses,andfindingthebestsolutionsmeansdivingintorevealtheAnatomyofGrowth.JezAnatomyofGrowthJezFramptonGlobalChiefExecutiveOfficer3Growthishuman,it’snatural,andit’sasvitaltobusinessesasitistopeople.Butintoday’sglobalmarket,growthisincreasinglymultidimensionalandholistic—it’saboutgettingcreativeandstrategic,andusingbrandstodrivethedevelopmentofproducts,services,andexperienceswiththecustomeratthecore.Andthattakesunderstandingthetruenatureofyourbrandanditsrelationshiptobusinessgrowth.Brandsarethewaypeopleinteractwithandexperiencebusinesses.But,brandsarecomplexbecausetheyarecreatedbycomplexorganizations,whereitrequireseveryoneandeverythingtoworktogetherinordertocreate—andliveupto—people’sexpectations.Whenbrandleadsthecreationofanorganization-wideexperience,itcanbeusedasastrategicanddrivingforcethatbringsbusinessstrategytolife.Thebrandisthebusiness.Thebusinessisthebrand.Growthishuman,it’snatural,andit’sasvitaltobusinessesasitistopeopleGrowthismultidimensional5Growthencompassesbothyourbusinessandyourbrand.It’scrucialtounderstandbothindetail,identifyingwhatsustainsthemandhowtheyworktogether.Therearemanyforcesatplay,internallyandinthemarket,andyourbrandstrategyprovidesthemeanstonavigatethem.Bydevelopingaholisticpicture—onethatincludesculture,capabilities,products,andexperiences—brandscanovercomechallengesandnurturereal,lastinggrowth.Thoughgrowthisnatural,it’snevereasy.Thechallengeforleadersistocreatetheconditions,strategies,andexperiencestoenablegrowth.Thisisanenterprise-levelundertakinginanagewhereinternaldivisions(orsilos)withinbusinessesareverymuchstillthenorm.Butcomplexitycanbecounteredwithdeepunderstanding.CultureYourpeople,whotheydoitfor,andwhyProductsYourcustomersandwhattheydemandGrowthYourcustomersandhowtheywanttofeelExperienceHowyourpeoplegetitalldoneCapability6Companieshavetobemorecomprehensive,creative,andcustomer-centric.Theonlywaytonavigatethemultipleavenuesofgrowthistodevelopaclearandcohesivestrategythatiscompletelydesignedaroundthecustomer.Growthcomesfromaclearstrategyandexceptionalcustomerexperiences.Thatrequiresgreatpeoplewhoworktogetherwithapowerfulbrandasbothstrategicvisionandblueprintforexperience.UsetechnologyasaconduitNaturally,technologyhasbecomeadriverofthesenewproducts,services,andexperiences,andistotallytransformingbusinessmodels.Technologyprovidesgreaterproximitytopeople—itallowsbrandstonotonlyconnect,buttobecomeanintegralpartoftheircustomers’lives.Itshouldbetheconduitthattiestogetherthebusiness’sproductsandserviceswiththebrand’sexperiences,andithasthepotentialtomakeseamlessnessareality.GrowthmustbecohesiveAndmakehumaninsightkingAndtechnologyisthewayin.Yourbrandistheunitingandguidingforce,butit’snotjustabouttrovesofinformation,it’showbusinessesuseinsightstoformtrulyhumanconnections.Andknowingthatgrowthstartsfromwithin,it’sjustasimportanttoseekhumaninsightsinternally—fromyourpeople—todevelopstrongerculturesandbettercapabilities.Ourpeoplearetheinnovators,thedoers,thepassionandenergy,andthefuelforgrowth.Andbrandsgrowbusinessgrowbrands7Yourbrandandyourbusinessinteracttogenerategrowth.Bothinternallyandexternally,thebrandisthethingthatpeople“holdon〞to,aligningthemwithinyourorganizationandconnectingthemtothoseyou’retryingtoserve.Yourbrandisthereforeaproxyforyourbusiness:itdrivesyourmarket,product,andservicestrategybyhelpingtodeterminewhereandhowfaryoucangrow.Understandingthedynamicsofyourbrandandbusinessisessential.Startingwiththebusiness,youhavetoconnectthedotsbetweenyourinternalcultureandthemarketandtranslatethatpropositionclearlyandpowerfullytocustomersinthemarket.ThestrategyforthebusinessThestrategyforthebrandThestrategyfortheexperienceTheneedsofthebusinessTheneedsofcustomerProduct&ServicesOnline&OfflineEnvironmentsPeople&BehaviorsCommunications&Identity8SustainedFocusCreativeFuelForensicDetailRevealingtheAnatomyofGrowthForensicDetail9Knowyourcustomer,knowyourself.Takingthetimetotrulyunderstandthem—andhowyourcapabilitiesandpeopleserveandconnecttothem—iscriticalforrealgrowth.And,itprovidesasignificantadvantage.Forensicdetailiswhatyieldsreal,actionableinsights—andhowtobesingularlyfocusedontheonesthatmattermost.Whatresultsisaclearroadmap,onethat’sbasedonharddataandledbytheneedsofrealpeople.Aroadmapthatcanbeeasilyunderstoodandadoptedbyeveryoneinyourorganization,andthathelpsengineerandaccelerategrowth.CreativeFuel10Growthisacontinuousprocessofcuriosity,learning,anddevelopment.Togeneratethecreativeenergyyourbusinessneeds,yourpeopleneedthepermissiontochallenge,thefreedomtotry—andthecouragetofail.Whenemployeesknowtheycanmakeadifference,theydo.It’scrucialtobuildtheclarity,communication,andtrustthatfostersthisthinking.Onceyou’reabletoempowerindividualspersonally,thepositiveeffectswillrippleoutwardacrossyourentireorganization,toyouragenciesandpartners,andoutintotherealworld.11Growingatahealthy,continuousratetakesvisionunderpinnedbyorchestrationateverylevel—frompeopletoprocesses.Thatdemandsanapproachthattheentireorganizationcanalignaround,onethatwillboostbrandandbusinessperformanceamongallteams,agencies,geographies,functions,stakeholders,andtheentirebrandexperience.Growthisnotastatistic.It’snotanumber.It’swaysofworking,aprocessthat’smaderealinthemarket.It’sthecarefulgovernanceofthepeople,processes,andplatformsnecessarytosupportandsucceed.SustainedFocusTop1004142434445+4%11,336$m-2%11,081$m+22%11,066$mNew11,027$m+1%10,930$m61626364656667686970+13%7,747$m-2%7,738$m+21%7,586$m+20%7,490$m+2%7,200$m+4%6,830$m+25%6,691$m-1%6,365$m+12%6,326$m+2%6,223$m81828384858687888990-12%5,504$m-9%5,425$m-9%5,362$m-12%5,290$m+1%5,193$m-4%5,148$m+6%5,123$m+18%4,986$mNew4,909$m+14%4,839$m7172737475-9%5,944$m+18%5,835$m+5%5,790$m-9%5,761$m+2%5,742$m011102120313041405150607080910+5%178,119$m+12%41,535$m+11%133,252$m-1%39,381$m-7%73,102$m+6%38,790$m+8%72,795$m+4%36,952$m+9%53,580$m+48%32,593$m-19%52,500$m+14%51,808$m+33%50,338$m+18%43,490$m+2%43,130$m1617181920+4%30,948$m-3%26,552$m+9%25,034$m+8%23,998$m+2%22,681$m21222324252627282930-4%22,106$m+13%21,293$m+3%20,265$m-10%19,950$m-3%18,358$m+8%17,834$m+19%16,766$m+6%16,134$m+4%15,333$m+8%15,099$m31323334353637383940+3%14,227$m-6%13,136$m+12%12,962$m+17%12,833$m+11%12,547$m+2%12,517$m+11%12,033$m+14%11,799$m-7%11,711$m-9%11,436$m4647484950+14%10,579$m-10%10,458$mNew10,386$m+5%10,276$m+18%9,537$m51525354555657585960+12%9,528$m+10%9,415$m+6%9,385$m-2%9,378$m+7%9,197$m+1%8,708$m-1%8,413$m+8%8,315$m+13%8,199$m+16%7,885$m7677787980+3%5,736$m+6%5,708$m+11%5,696$m+9%5,579$m+1%5,527$m919293949596979899100-8%4,815$m-17%4,599$m+1%4,509$m-9%4,320$m-5%4,317$m-4%4,252$m+0%4,118$m-12%4,092$m-2%4,045$mNew4,011$m15Top101617Amongthisyear’sBestGlobalBrands,wefindsomecommonhallmarks—characteristicsthatarehelpinggrowbrandsandbusinesses.Becausenomatterwhatthepath,thechallenge,ortheambition,itallculminatesingrowth—forcompanies,forstakeholders,forshareholdersand,whendoneexceptionallywell,forpeopleandforhumanity.Whileeverybrand’spathisunique,thosemakingthemostimpressivestridestendtodefysectornormsandhaveaclearsenseofself.Theyknowwhentobuildversusborrow.Theirbrandandbusinessarecohesiveandbuiltaroundpeople.Andtheyhaveaclearstrategyforgrowth.That’swhatmakesthemBestGlobalBrands.GrowthHallmarksofBestGlobalBrandsPaolaNorambuenaChiefContentOfficer18In2021,weexperiencedasignificantamountofstreamlining—fromstrategytostructure,successfulbrandsintegratedtheiroperationsforgreateragilityandfocus.Theresult:unprecedentedM&Aandspinoffactivityandrestructuring.Themoresingularthefocusofstreamlinedorganizations,thegreatertheirunderstandingofselfandtheirclarityonwhat’snext.Notallgrowthchallengesarethesame—whetheranorganizationneedstoscalebeforeleapingforward,whetheritneedstobreakanewbarrierinordertoexpand,orwhetheritneedstoreinventinordertofindnewrelevance,whatBestGlobalBrandsexhibitistheabilityfordeepandhonestintrospection.Buttheynevergetstuckthere.It’sabouthavingenoughunderstandingtoensuremeaningfulchangeandspeedofaction.TheblurringoftraditionalsectorsWhereoncecleardefinitionsbetweentraditionalsectorsprovidedcompetitiveguidesandmeasures,themorethatbrandscreateorinvestinseamlessexperiencesbuiltentirelyaroundcustomers—thelessclearthoselinesbecome.Thisisespeciallytrueastechnologycrosseseverysector.Asthesecontinuetoblur,traditionalmeasuresandcompetitivecomparisonschangedramatically.Itbecomesallthemorecriticalthatrealmeasurescomefromabrand’score—fromitsbusinessandbrandstrategy.Thatway,multidimensionalgrowthisledbyanunderstandingofabrand’sownbarriersversuscategorynorm—andthesebarriersbecomeameasureoflimitationsaswellasthebarometerforpotential.Aclearstrategyforgrowth19Partnershipshaveplayedavitalpartinthemarketplaceforsometime.Asbrandsandbusinessesmoveatanacceleratedspeed,makingsignificantoperationalchangesbecomeshardertodoandsustain.That’swherepartnershipsarekey.Farmorethanameremarketinginitiative,BestGlobalBrandscontinuetoexplorenewwaystoborrowfromthebest.Byaligningwithcomplementarypartners,aswellasacquiringorembracingwhatothersdoexceptionallywell,eachorganizationcanstrengthenitscoreoffering,extenditspositioning,accelerateinnovation,andcreatenewexperiencesforcustomers.Selectingthesepartnersoracquisitionstakesgreatcare,butthegrowthopportunitycanbeexponential.Cohesivenessforcustomer-centricityWe’veseenhowtechnologyhaspavedthewayforinnovation.Brandsacrossallindustriesareharnessingitspowertocreateunprecedented,personalexperiences—oneszeroedinonthecustomer.Todosodemandsgoingbeyondtraditionalbrandingactivities,andinsteadbrandmustbebehardwiredcohesivelyintoacompany’sbusinesssystemsandinfrastructure.TheleadingandTopGrowingBestGlobalBrandsunderstandthatbrandingisnotanexerciseinvanity,butakeentoolforbusinessgrowth.That’swhatyieldsbeautifullyconnectedandintuitiveexperiencesforrealpeople.ContinuetoborrowfromthebestGrowthisanoutcomeofaclearstrategyandexceptionalcustomerexperiences21Faceb。k+48°/o+33°/o+25°/o+22°/o+21°/o+20°/o+19°/o+18°/o+18o/o+18°/o+18°/o+18°/o16°/o+14°/o+14°/o+14°/o+14°/o+13°/o+13°/o+13°/o+12%+12%+12%+12%+11%+11%+11%+11%+10%Amaz。nLEG。NissanAdobeStarbucksZaraMercedes-BenzPorscheHuaweiMiniHermesadidasSamsungAXAAudiPaypalSAP3MVisaAllianzF。rdK阳BMWLandRoverAccenture+11%Hyndai+11%Google+11%Siemens2324Interbrand’suniquebrandvaluationmethodologyisapowerfultoolfordrivinggrowth.Atitscore,therearetenBrandStrengthfactorsthat—beyondKPIs—arepotentialleversforbrandandbusinessgrowth.Buthowdoyouactivatethem?Onceyou’veassessedtheperformanceofyourbrandoneachfactor,youcanfocusonthebiggestopportunitiesandgapstoclose.Thishelpscreatealignmentaroundthequickwinsandlongertermactivitiesrequiredtogrow.Withknowledge,support,andaprioritizedplanofaction,you’llhavethepowertocreateacompellingbusinesscaseforinvestmentthatputsyourgrowthplanintoaction.StrongbrandsgrowstrongbusinessesPatrickLopezSeniorPrincipal,AnalyticsCalinHertiogaDirector,BrandValuation25ClarityClarityaboutwhatthebrandstandsforistheconditionforgrowth.Awell-crafted,well-communicated,andsharedvisionofwhatthebrandstandsfor,whoitistargeting,andhowitshouldbeexperiencedisafoundationalcornerstonethatwillensurethewholebusinessispullinginthesamedirectiontosupportgrowthobjectives.CommitmentIfyouwanttogrow,you’vegottogetpeopletogowithyou.That’swherecommitmentcomesin:It’sasharedbeliefinthebrandpropositionthatencouragespeopletoinvesttimeandenergy.Commitmentmuststartatthetopforittoultimatelyimpactbehaviorsacrossanorganization.Andinaworldwhereyourbrandisonlyasstrongastheexperienceyourcustomershaveofit,ensuringthatcross-functionalteamsbeyondmarketingarecommittedtodeliveringaseamlessandcoherentexperienceacrosstouchpoints,ismoreimportantthanever.GovernanceGoodgovernanceisthefoundationforsustainedgrowthinyourbusiness,coveringitsbasicrequirements:skills,operatingmodels,andprocesses.Andbecausegrowthiscontinuous,ongoingattentiontoeffectivegovernanceiskeytokeepingyourbrandontrackacrossyourorganizations’businessunitsandregions.ResponsivenessWeliveinaworldwherechangehappensfasterthanever.Changesincustomerneeds,attitudesandbehaviors.Changesinwhoweseeasourcompetition.Changesinhowwegotomarket.Todrivegrowth,yourorganizationneedstobeabletoanticipatechangingmarketneeds,havetheagilitytoadaptandrespondtothesechanges,andfuelconstantinnovationthroughdialoguewithcustomers,employees,andpartners.Internalfactors26AuthenticityAuthenticbrandsgrowfast,butyoucan’tsustainsomethingthatisn’ttrue.Focusingyourbrandaroundaninternaltruth—awell-definedstoryandsetofvalues—willresonatewithincreasinglysavvyaudiences.Howpeopleexperienceyourbrand(whatyou“do〞)shouldbealignedwithhowyoucommunicate(whatyou“say〞).Thissupportsbrandauthenticityandbindspeopletoyourbrand,engenderingtrust,drivingchoice,andsupportinglong-termgrowth.RelevanceToberelevant,youneedtomeetpeople’sneedsanddesiresbyunderstandingwhotheyare,andhowthey’rechanging.Rootedinrobustinsights,thisunderstandingwillhelpyoumaketherightchoicesasyouexpand.Otherwise,whenthemarketchanges,you’llbeobsolete.DifferentiationAdistinctiveproposition,creativeexpression,anduniqueexperiencesetyouapartfromthecompetition—withyourbrandastheultimatedriverofdifferentiation.Unlessyourbrandisembeddedasafilterfordecision-making,youriskinvestingheavilyinthecustomerexperience,onlytoresultinanimprovedbutultimatelyundifferentiatedexperiencethatwilleventuallybematchedbythecompetition,eliminatinganyhard-foughtadvantagesandaccompanyingROI.Abrandthatstandsoutwillcreatesustainablecompetitiveadvantageanddrivegrowth.Externalfactors27ConsistencyIfabrandisapromise,thenlackofconsistencymeansbreakingyourpromises.Deliveringaconsistentexperienceforcustomersastheynavigateacrosschannelsandtouchpointsisn’teasy.Itrequiresclarity,commitment,andstronggovernance,butitmeansyou’llcontinuouslyreinforceyourkeyattributes,nomatterhowyourtouchpointsmultiply.PresenceMaintainingpresenceinallaspectsofpeople’slivesishowyouexpandintermsofbothreachandinfluence.Brandsbringbusinessstrategytolifeinawaythathumansrelateto.Somakesureyouarepartoftheconversation,growyourpresencetogrowyourbrand—andyourbusiness.ExternalfactorsEngagementForminglong-lasting,profitablerelationshipsprovidesasolidfoundationfromwhichgrowthiseasiertodeliver.Butitmeansengagingindividuals,havingconversations,formingemotionalbonds,andfosteringloyaltybykeepingpromisesandmeetingexpectations.Accelerat r29Fortheworld’sbestandTopGrowingbrands,growthmayseeminthestars,butintoday’scomplex,customer-centricmarket,ittakesafocusedplananddecisiveactiontogetthere.Clearbusinessstrategyplusexceptionalcustomerexperienceisthewinningformulaforgrowth.Andwhilethedestinationissingular,thewaystherecanvarydramatically.Mostorganizationswillfacesimilarobstaclesintheirlifespans:pressurefromcompetitors,challengesfromdisruptors,shiftingglobalmarkets,andtheevolvingneedsofcustomers.Whenwelookatthequestionsallcompaniesface,somecommongrowthchallengesemerge,whichrequiredistinct,butprogrammaticsolutions.TheGrowthAcceleratorDanielBinnsManagingDirector,NY/SFDominickPrinzExecutiveDirector,Strategy30GrowthchallengesYou’vegrowntoobigorarespreadtoowide,urgingyoutorefocusonyourcorecompetencies.Globalbusinessesmayfindthey’vegrowntoobigtomaintainessentiallaser-likefocus—especiallythosemanagingcomplexportfolios.Suchcompaniesoftenneedtotakeastepbackandreconsiderexactlywhotheyare,whattheydobest,andwheretheycanwin.Streamlininghelpsrefocusoncorecapabilitiesandcustomers,toclearthebarrierstogrowth.You’vescaledquickly,butmomentumhasfadedandyouneedaboosttoreachthenextlevelofgrowth.Fastgrowingorbreakthroughbusinessescanbefacedwithunexpectedlimitations,asoperations,market,andcustomerdemandsbecomemorecomplex.Theimperativeistosustaingrowth—whetherit’sthroughinjectionofresourcesoradetailedplanforexpansion—that’satonceambitiousandsustainable.You’refeelingpressurefromallsidesandhavetorethinkyourbusinesspropositiontoensurefuturegrowth.Insomecases,establishedorlegacycompaniescanloserelevance,especiallywhenchallengedbyout-of-categoryplayers.Thesemayrequiregenuinereinvention,whichwon’tbeeasy,butmaybetheonlywaytogrow.Reinventioninthesecasesrequirescarefulandtimelyorchestration.RefocusRefuelReinvent31Whilemostquestionsplaguingbusinessesatallstagescanbemappedtothesethreegrowthchallenges,theanswersarenotone-size-fits-all.Growthispersonal.TheGrowthAcceleratorisInterbrand’sproprietarysolutionforgettingbrandstothenextgrowthphase,fast.TheabilitytoscaletobrandsofallsizesisfundamentaltothewaytheAcceleratorworks,becauseit’sbuilttodesignanddeliverbothclearstrategiesandamazingcustomerexperiences.TheGrowthAcceleratorActivatinggrowthBuildingaroadmapData&diagnosticsLookingatbothtransactionalandbehavioraldataiskeytodiagnosingthehealthofyourbrandandbusiness.Wedothisacross10measurabledimensions—BrandStrength—whichprovidesaholisticanalysisofyourbrand’sperformance.Onceweidentifythesourcesofstagnation,weengageteamsacrossfunctionstochallengeassumptionsanduncoverideasthatshapeyourgrowthstrategygoingforward.Thisiswherewedrawalinebetweengrowthstrategiesandtheirmanifestationintheworld.That’swhyTheGrowthAcceleratorispowerful:itidentifieskeyinitiatives,prioritizesbudgetallocation,andbuildsanactionplanthatalignstheentireorganization.Thisroadmapdoesn’tjustdesignate,itdelegatesgrowthbymakingiteveryone’sbusiness.Afancyroadmapwon’tgetyoufarifyoudon’thavethenecessaryvehicleforchange.Basedontheroadmap,wedesignsignatureexperiencesforyourcustomers,connectedacrossalltouchpoints.TheGrowthAcceleratormakesgrowingyourbrandandbusinessamoreseamless—andpainless—experience.It’satailoredandscalableprogramthatcanhelpsolveanygrowthchallenges.DataanddiagnosticsBuilding

aroadmapActivatinggrowthBrandsarethewaypeopleinteractwith,andexperience,yourbusinessTheDefiningElen、entsof35“Experience〞isanepicconcept.Philosophers,scientists,andartistshavebeengrapplingwithitforcenturies.Andbrandstodayarecontinuingthechallenge,butspecificallytoelevateexperiencestoimproverelationshipswithcustomersandgrowtheirbusinesses.Thefollowingdefinitionsareintendedtosimplifyandgroundconversationsattheintersectionofbrand,business,andexperience,breakingdownthebroaderdefinitionintothreecomponents:brandexperience,customerexperience,anduserexperience.Theresultisastraightforwardmodelforidentifyingthenatureofabusiness’“experience〞challenge—thevitalmetrics,theresponsiblestakeholders,andtherolethatteamsandindividualsplayinshapingexperienceateverylevel.ExperienceThedefiningelementsofexperienceAntoineVelizChiefExperienceOfficerLiesjeHodgsonDirector,Strategy36Ifyouarelookingtomakeinteractionsacrosstheboardfeelmorecohesiveortryingtogetteamstoconsidertheimpressionsthatabrand’stouchpointsshouldleave,you’retacklingabrandexperiencechallenge.Thisrelativelysimpledefinitionisintentionallyabsentofcustomer,brand,product,andbusinesslanguagetoremindusthat,aspeople,wehaveashared,implicitunderstandingoftheterm.“Moments〞capturesthetemporalandsequentialnatureofexperience,while“impression〞describestheeffectthatideasandinteractionshaveonanindividual.ExperienceMomentsthat

leaveanimpressionOwnersandinfluencers:CTO,CMO,COO,CCO,andcross-functionalteams37Thecumulativeeffectofabusiness’customer-facingtouchpointsIfyou’relookingtomakeinteractionsacrosstheboardfeelcohesive,ortryingtogetteamstoconsidertheimpressionsthatabrand’stouchpointsshouldleave,you’retacklingabrandexperiencechallenge.Brandexperienceischaracterizedbytheoverallqualityandeffectofabusiness’touchpoints.Influencingandevaluatingthisrequiresaholisticlookatalltheproducts,services,environments,andcommunicationsofabusiness.Whentheyarecoherent,overallbrandexperienceimproves.Giventhecomplexityandcostofmeasuringacrossalltouchpoints,channels,andaudiences,themosteffectivewaytobenchmarkbrandexperienceisinternally—teamsshouldsharere-usable,globalresourceslikedesignsystemsandtechnologyplatformstominimizedesignanddevelopmenttime.Experience38Ifyouraimistowinoveraparticularaudience,ormakesurethatacustomermovessmoothlyfromeducationtosales,customersupport,andproductuse,you’readdressingcustomerexperience.Anindividualwillonlyexperienceahandfuloftouchpointsduringtheirrelationshipwithabusiness.Theabilitytorecognizeandaddressthespecificsoftheseneeds,touchpoints,andexpectationsfromoneinteractiontothenext—determinesthequalityofthecustomerexperience.MostbusinessesarealreadyusingmetricslikeNPSorcustomersatisfactionsurveys,butthey’renotoftentrackedbycustomertype,andrarelystandardizedacrosstouchpoints.Insteadtheyshouldbeappliedtoeveryoneoftheprioritytouchpointstodetermineefficacyandinformproductandserviceroadmaps.Ownersandinfluencers:BUleadership,productandserviceteamsTheinteractionsacustomerhaswithasubsetoftouchpointsExperienceOwnersandinfluencers:Productandserviceteams39Theinteractionsacustomerhaswithaspecificproductorserviceifyourgoalistointroduceanewproductorservice,orimprovetheexperienceofanexistingone,you’refacingauserexperiencechallenge.Whenacustomernavigatesawebsite,talkstoaservicerepresentative,oropensabox,heorshebecomesa“user.〞Thatmeansthequalityoftheuserexperienceisdefinedbytheaccessibilityandusabilityofeachtouchpoint,andthesatisfactionderivedthrougheachinteraction.Dependingonthenatureofthetouchpoint,differentUXmetricsapply.Metricsshouldcapturetraditionalusability(i.e.,timeontask,successrate)andalsodesirability(happiness,firstimpression)andrelevance(NPS,conversionrate,trust)togetamoreroundedsenseofthenatureofUXchallenges.Ahighlyusableproductcanstillbeugly—orworse,useless.Experience40Beyondtraditionalretail,brandsarebuildingnext-level,high-touchcustomerexperiences.42It’sbeenovertwodecadessincethefirstonlinetransactionwasmade.Sincethen,thee-commercerealmhasboomedbeyondallimagining.We’renowpurchasingeverything,fromthecoffeewedrinktothecarswedrive,atthetouchofabutton.Intheracetoadaptandsurvive,retailersonbothsidesofthedigitaldividehavetorewritetherulesofcustomerengagementfromthegroundup.Forallitsadvancesandinnovations,theonethinge-commercehasn’treplicatedisthecoreofthephysicalshoppingexperience:interactingandengagingwithproductsintherealworld.It’snotenoughforaretailertobeafacelessentitybehindacomputerscreen.Customerscravephysicaltouchandpeer-to-peerinteractions,