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Introduction to customer experience

Accenture Life Trends 2023 (formerly Fjord Trends)

Creative AI, web3, permacrisis and human adaptability. Explore the evolving power dynamic between people and organizations.

Explore our latest insights

The life centricity playbook

A new playbook is needed to drive growth through relevance.

The human paradox

From customer centricity to life centricity.



The great marketing declutter​

Focus on what really matters. Discard what doesn’t. And rewire the rest.​

End-to-endless customer service

Transforming customer service to generate growth.

The future of customer conversation​

Combine people and technology to enable conversations that deliver real business value.

Try it. Trust it. Buy it.

Opening the door to the next wave of digital commerce.

What is customer experience?

Why is great customer experience important?

With so much at stake, brands need to ask: is great CX enough to elicit positive emotions and meet customers’ changing needs?

How is customer experience changing?

A life-centric approach to customer experience creates connections that hold fast amid constant change and disruption.


of consumers wish companies would respond faster to meet their changing needs, while


of executives think their customers are changing faster than their business can keep up.

Who is responsible for customer experience strategies?

Internal alignment lets companies pursue an external strategy that maximizes customer experience.


How can companies improve customer experience?

To grow a life-centric CX strategy, brands need to think of customers as more than just buyers.

The future of customer experience is life-centric

Case studies

The rebirth of a global icon

We helped Huggies introduce a new global creative platform and bring it to life across every region and every...

Making a jewelry retailer shine

We helped Signet Jewelers proactively launch strategic digital capabilities to address customers' evolving needs.

Change that’s more than skin deep

How Shiseido is using digital to create new beauty experiences.

Join the team


Frequently asked questions