Customer Experience
Customer Experience Monitoring & Strategies
In the experience economy, exceptional experiences drive brand growth.
Improved experiences are more likely to increase a brand’s market share by 2.5x
Meaningfully different experiences reduce churn by 50%
Kantar helps brands achieve empathy at scale by keeping a constant pulse on their customer experience. By decoding human signals across every interaction, we enable more informed responses that deepen emotional connection and shape the experiences that matter most.
We go beyond traditional CX metrics like satisfaction or share of wallet. Our approach connects experience to brand value by showing how each moment drives predisposition, retention, and long term growth. With clear visibility on CX impact, brands can identify the signature experiences that truly differentiate, surprise, and delight.
When brands deliver Meaningfully Different Experiences, they excel across performance, preference, meaningfulness, and difference. This creates experiences that become part of the brand’s identity, attract new customers, and strengthen existing relationships.
Kantar turns your experience signals into strategic intelligence that fuels brand growth
Our Solutions
Understand which experiences, journeys and touchpoints matter most for brand growth, and what to do about them.
Kantar Experience Impact, powered by Qualtrics, connects customer experience to brand growth. See which experiences and touchpoints drive brand choice, close the gap between promise and delivery, and benchmark against competitors.Get fast, robust, and affordable insight into the impact of your customer experience on your brand.
ExperienceEvaluator on Kantar Marketplace helps you identify and strengthen customer experiences across all touchpoints, making them more meaningfully different to set you apart from the competition and enhance your brand equity.Key Features
Fast, affordable insights
Use rapid customer feedback to refine your offer at a competitive price with results in as few as four daysSuperior sample quality
Ensure trusted outcomes with Kantar Profiles’ advanced fraud protection technologyCompetitive context
Evaluate your performance against competition across all metrics to enable strategic improvements
Build a strategic roadmap that unlocks the power of your brand through customer experience.
ExperienceStrength provides a clear understanding of the overall strength of your relationships with customers and how experiences are contributing to brand building. By integrating Kantar’s Meaningfully Different and Salient framework, we assess the impact of experience on brand strength and identify where to focus to deliver meaningfully different experiences.Key Features
Predispose
More people to expand your customer universe by bridging the gap between strategic brand promise and tactical experience deliveryBuild
Resilience for stronger customer retention by identifying the emotional tonality that experiences create and diagnose how they drive brand growth with validated KPIsMerit
A higher pricing proposition by cultivating a loyal customer base willing to pay for your brand by consistently delivering meaningfully different experiences
Transform your customer experience by leveraging your Voice of the Customer programme to deliver Meaningfully Different Experiences.
Capture customer signals at scale and put the data in the hands of people that can make a difference, in partnership with leading platforms via intuitve AI-powered dashboards. Assess your Voice of the Customer programme based on a standardised framework with a clear roadmap for improvement.Key Features
Capture
Customer signals at scale using AI-powered technology and put the most meaningful data into the hands of people who make a differencePrioritise
And design experiences that will drive acquisition and retention, and better convert brand predisposition.Minimise costs
To serve and maximise profitabilty by building customer lifetime value through targeted meaningfully different experiences
Create signature customer journeys that deliver a coherent and memorable brand experience in the moments that matter.
Identify and own the moments that matter along the customer journey. Imprint your brand within these moments to scale salience, and embed and commercialise customer journey thinking within your organisation.Key Features
Reduce
Get experiences right the first time and every time to reduce the costs of redressal, and create recruitment opportunities with new customers whilst enhancing retentionDepth
Add depth and nuance to your customer journeys through deep human insight on the intangible elements of the customer journey, powered by Kantar's Behavioral Science and Cultural Insights expertiseCreate
Create action-oriented customer journey outputs that are intuitive to understand and easy to socialise within the organisation powered by Kantar's data visualisation and storytelling expertise.
Understand and leverage the value of each customer experience touchpoint using advanced AI infused analytics
Implement advanced AI-driven methodologies to precisely enhance CX coverage across the customer database. Analyse the drivers of CX that impact customer satisfaction and create growth scenarios via simulation. Evaluate the return on investment (ROI) resulting from your experience initiatives.Key Features
Utilise
Advanced algorithms to accurately forecast essential KPIs for customers not included in your data. Extend the coverage of key KPIs to encompass 100% of your customer base, offering a comprehensive view of CX across the entire customer population.Leverage
The ability to assess and influence customer experience through analysing customer and brand data. Create scenarios to focus on the key priorities for your customers driving enhanced customer experiences.Understand
The direct correlation between improved customer experiences and increased profitability. Identify the most effective CX strategies, optimise resource allocation, and make informed decisions to maximise returns on your CX investments.
Key Features
Utilise
Advanced algorithms to accurately forecast essential KPIs for customers not included in your data. Extend the coverage of key KPIs to encompass 100% of your customer base, offering a comprehensive view of CX across the entire customer population.Leverage
The ability to assess and influence customer experience through analysing customer and brand data. Create scenarios to focus on the key priorities for your customers driving enhanced customer experiences.Understand
The direct correlation between improved customer experiences and increased profitability. Identify the most effective CX strategies, optimise resource allocation, and make informed decisions to maximise returns on your CX investments.
Q: What are customer experience strategies?
A: They are frameworks designed to improve every brand interaction and build loyalty.
Q: How does AI support customer experience?
A: AI analyzes data to personalize interactions and predict customer needs.
Q: How much does customer experience really matter to brand choice?
A: Kantar’s Connect study shows experience drives 40–58% of brand choice, depending on category. Marketing sets the promise; experience proves it. Paid, owned and earned exposures work alongside usage, service, digital and people experiences to shape brand memory. Kantar Experience Impact measures them on one scale, revealing their relative contribution and where investment creates the greatest brand impact.
Q: Which customer experiences or touchpoints have the biggest impact on brand choice?
A: There is no universal answer; impact varies by brand and category. Kantar Experience Impact measures each exposure and experience against Meaning and Difference, then links it to brand choice. High-impact moments are often underfunded: owned digital, service and distinctive product-use experiences can outperform higher-spend channels. It also identifies touchpoints that actively weaken the brand.
Q: How can experience data help brands make smarter marketing and budget decisions?
A: KEI unifies brand and CX evidence, showing which touchpoints drive equity, market share, acquisition and retention. Clients can reallocate spend towards higher-impact moments, build stronger investment cases, brief agencies with clearer priorities, align marketing and CX teams, identify competitor opportunities and track change over time—all through shared measures and competitive benchmarking.
Q: What is a customer experience framework?
A: A framework defines structured methods to measure, design, and enhance CX.
Q: How does customer experience impact brand loyalty?
A: Strong experiences drive repeat purchases, trust, and advocacy.
Q: How can brands prove the ROI of experience investment?
A: Kantar Experience Impact applies Kantar’s Meaningful, Different and Salient framework to experience, linking touchpoint performance to penetration, pricing power and value growth. Brands in the top third for Meaning and Difference delivered five times the value growth of others. Competitive benchmarking then quantifies headroom, turning experience improvements into a CFO-ready investment case.
Q: How do you identify where the customer experience is weakening the brand promise?
A: Kantar Experience Impact diagnoses the expectation gap by comparing what non-customers expect with what customers experience. If expectations are higher, delivery is falling short of the brand promise and investment should target experience. If customers rate the brand higher, the advantage is under-communicated and marketing should amplify it. This directs investment to the right priority.
Perspectives
Boost your brand with fast, robust, and affordable insight into the impact of customer experience on your business growth.