Abstract:
This paper emphasizes the importance for companies in today’s world to adopt a
customer-centric approach that puts customers and their needs at the center of
the strategy. Considering the multiplication and greater complexity of touch
points through which customers can get in contact and interact with firms, and
the rise of a more empowered and demanding customer, delivering seamless and
innovative customer experiences is presented as a key driver of value. This is
demonstrated by examining successful strategies and practices implemented by
companies in various industries, from retail to public libraries. The concept is then
further strengthened by analyzing in depth L’Oréal’s approach to customer
experience and a representation of the Group’s commitment to enhancing it: the
Salon E-motion transformation program launched in 2015 to “re-enchant the
client’s emotional journey” in the professional beauty industry.
