Why Customer Experience Will Surpass Price and Product by 2025
As we approach 2025, customer experience is set to become the primary differentiator for brands across industries. The data speaks volumes: 86% of consumers are willing to pay more for a superior experience*, and this shift in priority—from products and prices to experiences—isn’t just relevant for travel but applies to every industry facing today’s evolving customer needs.
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So, what does this mean for your business? With rising customer expectations and complex buying decisions, focusing on CX is no longer optional—it’s essential.
Here’s a look at why customer experience matters more than ever and how brands can stay ahead.
The shift from commodity to experience
Post-2020, global events—from economic instability to heightened environmental awareness—have fundamentally changed how people interact with brands. Customers aren’t just looking for a transaction; they’re seeking experiences that add value and align with their personal values every step of the journey from the front door to the return home. Businesses across sectors are now tasked with transforming each interaction into a positive and memorable experience.
Key insight: Customers want experiences that resonate emotionally. Brands that recognise this and design their offerings with empathy, personalisation, and a seamless journey are already seeing the payoff.
Why experience is outpacing price and product
While price and product quality remain important, they’re no longer enough to secure customer loyalty. Today’s consumers expect more:
Personalisation: Customers increasingly demand experiences tailored to their unique needs. A one-size-fits-all approach will not cut it.
Seamless journey: The customer journey should be unified and enjoyable at every touchpoint, not just the final product. Making supply chain and partner brand as important as the experience you give your customers
Sustainable choices: A growing segment of consumers prefer eco-conscious options, influencing brands to align with the customer’s desire to minimise their carbon footprint.
Consider the travel industry: while the choice of destination remains important, travellers are also prioritising comfort, sustainability, and ease of travel. Brands can no longer afford to treat these experiences as afterthoughts.
The cost of not adapting to the CX shift
Businesses that fail to prioritise CX risk losing customers to competitors who do. Relying solely on assumed customer profiles or outdated data can lead to obsolete strategies and missed opportunities. To navigate today’s shifting landscape, deep insights and a proactive approach to understanding each customer segment and their evolving needs and desires are essential.
Moving from reactive to proactive with customer insights
A proactive, data-driven strategy empowers brands to anticipate and adapt to changing expectations. Understanding customer motivations, needs, and pain points can help companies move beyond reactive problem-solving and toward sustainable growth. Key actions include:
Customer segmentation: Identify the most valuable customer segments and prioritise their unique needs.
Investing in market research: Quality insights offer a foundation for targeted and effective CX strategies.
Empowering Leadership: Develop leaders who can interpret and act on insights with empathy and strategic vision.
How robust and relevant is your customer experience?
As CX surpasses price and product in importance, there’s a vast opportunity for brands to stand out by delivering memorable, tailored experiences. By investing in customer insights and developing a cohesive CX strategy, businesses can build lasting loyalty and drive long-term growth.
Now is the time to harness the power of CX to differentiate your business and secure a competitive edge.
Find the Spark with Your Customers
Ready to make customer experience your greatest differentiator? Get in touch and we can help you ignite meaningful connections, build loyalty, and drive growth.
You may also enjoy Downloading our Travel Report, "From Commodity to Experience," to uncover actionable insights and key trends driving CX forward. Download the Report.
*Data source: 15Below