Customer Experience (CX) and User Experience (U/X) are often used interchangeably, yet they denote distinct aspects of a client’s journey in selecting a product or service. U/X pertains to a customer’s interaction with the specific qualities of a product or service, while CX encompasses the entire journey, including every touchpoint a client encounters in the acquisition process.
In today’s digital marketing landscape, companies in Retail, Consumer Packaged Goods (CPG), and Manufacturing recognize more than ever the critical roles of U/X and CX in positioning their products and fostering enduring relationships with consumers. The era of impersonal transactions is long past. Leading brands understand the significant returns that stem from establishing emotional, personalized relationships with their clients, bringing the brand closer to the customer for extended periods—sometimes for life. These relationships ensure loyalty by anticipating and catering to customers’ preferences, shopping habits, and needs. Technological advancements now make it possible to understand clients deeply and even influence their behaviour, offering numerous opportunities for business growth.
Customer loyalty, however, is delicate and directly linked to the client’s journey in acquiring a product or service. Clients demand transparent, highly personalized, and holistic experiences from the brands they choose. Therefore, companies must provide every possible engagement option their clients desire, from personal interactions to self-service across digital channels, or a combination of both.
This relationship requires high maintenance, with customers dictating the journey. A new term, Total Experience (TX), has emerged, reflecting the growing ability of customers to design their engagement journey with a brand.
For a long time, BORN has been a catalyst for change and a global leader in ecommerce digital solutions, providing the digital retail market with the technological tools necessary for brands to succeed in this dynamic environment.
Our extensive portfolio includes work that has propelled world-renowned brands in the digital market, particularly in the CPG, Retail, and Manufacturing sectors. Notable projects include third-party integrations and innovative, award-winning content for Oreo delivered in record time, and a flagship, fully connected bespoke solution for Gerber’s clients.
We created a stunning, personalized interface to enhance product discovery and user engagement for Lindt, while a complete Global Reference Architecture (GRA) build enabled Hanes to align their brands into a global standard platform, facilitating efficient website launches both in terms of delivery timelines and cost.
Ongoing collaborations such as those with John Lewis & Partners and ASOS highlight our commitment to consistent quality and efficiency. For John Lewis & Partners, we deliver assets to strict timelines across their entire ecommerce estate, and our nine-year partnership with ASOS provides a 24/7 production model that meets stringent KPIs and SLAs, delivering significant cost savings of approximately 40%.
In the Manufacturing sector, BORN has partnered with globally recognized brands like Delta Faucet, Makino, and Hillyard. For Delta Faucet Company, a division of Masco Corp., we conducted journey mapping and persona synthesis exercises based on stakeholder workshops and user interviews to better understand professional and consumer home improvement and maintenance spaces, earning high praise from the client. For Makino, an industry leader in machinery design and innovation, we enabled users to browse products, manage accounts, and receive customized pricing, while a back-office integration improved business productivity. For Hillyard, a leading manufacturer and distributor of cleaning solutions, we provided a complete eCommerce overhaul to better serve users and support seamless future growth.
BORN offers a comprehensive suite of tools and services to elevate your brand’s U/X and CX, including Machine Learning and AI, Extended Reality, IoT, Blockchain, Design Thinking, Brand Experience, Service Design, Behavioural Experience, Book of Record, Data Science & Experience, Cybersecurity, Business Process Operations, and Postproduction Services.
With offices in nine countries, a workforce of over 15,000 employees, more than 1,000 clients, and over 500 awards, BORN is the partner your brand needs to unlock remarkable new possibilities through intelligent data, human insight, and compelling creativity.
If you are interested in learning more about how BORN can support you in this, we would be happy to walk you through our proven approach.
