Best Practice Report

Build A Value Flywheel To Enable Anticipatory Experiences

Metrics Uncover Hidden Customer Consent Denial In Your AX Strategy

August 15th, 2023
Enza Iannopollo, Principal Analyst
Enza Iannopollo Principal Analyst
Stephanie Liu, Senior Analyst
Stephanie Liu Senior Analyst
Sandy Carielli, Principal Analyst
Sandy Carielli Principal Analyst
Michele Goetz, VP, Principal Analyst
Michele Goetz VP, Principal Analyst
Julie Ask, null
Julie Ask
With contributors:
Fiona Swerdlow , Stephanie Balaouras , Gabrielle Raymond

Summary

To successfully deliver anticipatory experiences, brands must engage in an iterative process that starts with customer trust, operates on the personal data that customers share, and rewards them with valuable experiences. This “value flywheel” describes the relationships among customer trust, collecting customer data, and delivering customer value in anticipatory experiences. However, firms that breach customer trust — due to security breaches, privacy violations, or other misuses of customer data — will see their value flywheel collapse. This report helps businesses develop and track trust metrics to ensure that their customers receive increasingly valuable anticipatory experiences.

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