4. Brands will need to quantify their differentiation

“Quantified differentiation – standing out is becoming harder and harder. From a CX perspective, you already become a company where the customer will have higher expectations from you than your competitors. And that’s a good thing. You’ll be more attractive to work with as well.” says Johnathan Dane of KlientBoost.

Standing out amongst a sea of content and the number of competitors in your industry will be a crucial trend as brands look for ways to differentiate themselves. According to Gartner, as of this year 81% of brands expect to be competing on the basis of customer experience.

What to do:

Differentiating your brand starts with positioning. From a marketing perspective, this begins by contrasting your brand with the way things have always been done and establishing yourself as a new way of doing things.

For example, Hey.com says they’ve cracked the email conundrum to enable users to have more privacy and better organize their inboxes. The reviews have been great thus far.

Another way to differentiate the experience customers have with your brand is by establishing your values and what you stand for.

Ben & Jerry’s continually show their support for social justice issues throughout the US. The latest involves partnering with former NFL quarterback Colin Kaepernick.