How to deliver an Agile Customer Experience (Agile CX)?

Agile refers to an organization’s ability to create and respond to change. In today’s highly competitive markets, it can be difficult for organizations to keep a focus on the most important aspect of their business: the customer experience. Improving your customer experience (cx) should, without a doubt, be the number one priority for your organization starting in 2021. An Agile CX strategy can help you to refocus on customer centricity and is the perfect strategy for you to outperform the competition. 

Agile CX is on the rise 

In 2020, two-thirds of companies competed solely on customer experience. Considering that this was only 36% nearly 10 years ago, this is an important development for any organization to consider. In 2020, delivering good customer experiences became the new marketing battlefront, and in 2021 this will be no different. Many organizations turn to customer experience for promoting loyalty and retaining customers. However, what may be even more valuable is how a positive customer experience can encourage word-of-mouth and create customers that advocate for your brand, product or service, while at the same time benefit your organizational culture. 

In other words: Agile CX is a strategy that is crucial for your organization. Considering that both customer loyalty and customer retention are the number one concerns from CEO’s all over the world, there is reason enough for the importance of customer experience to be on the rise, and especially an Agile CX strategy can leave a positive effect on your organization in terms of delivering value and financial successes. 

Customer centricity approach 

 Agile CX allows your organization to thrive in an uncertain and turbulent customer environment. By emphasizing the customer throughout every touchpoint of the customer journey, every employee works with the same, common goal in mind. That is: providing the customer with good experiences. In an Agile CX transformation, all employees must align with the company goals, purpose, and values in multi-disciplinary agile teams. One way of realizing this is by setting up a horizontal CX team, for which an optimal customer experience is the only priority. The desired outcome of such an approach is an Agile CX transformation. With team members from various disciplines within the organization working together, the Agile CX team adapts a customer centricity approach and works towards a common goal in short sprints. That is Agile at both an organizational level, as well as CX level (Agile CX).  

Return on customer experience 

 When adapting to an Agile CX approach, your ROI, or better said: your return on customer experience will skyrocket. Consider this: according to Forbes, organizations that focus on Agile CX and customer-centricity are 60% more profitable than companies that don’t focus on customers. Brands with positive customer experiences bring in 5.7 times more revenue and 84% of companies that focus on improving customer experiences report an increase in revenue. Clearly, when done right Agile CX brings a strong return on customer experience. Investing in customer experience builds a future-proof organization, in which you proactively deliver good products and services, prevent future issues, and can adapt to the ever-changing consumer environment. 


Like most things in business, the way customers interact with a brand has changed. Providing the customer with a good experience, rather than just good quality products and services should be an organization’s main priority today. That means that every touchpoint and every interaction (potential) customers have with your organization should bring some type of value. Therefore, Agile CX should be an integral part of your organization if you want to benefit from the willingness of a customer to be a loyal advocate. 

Does your team need help designing an agile customer experience? Get activated and let us help you design your CX!

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