The CX Playbook presents a new vision for the customer-brand journey, one where customers’ lives and goals are authentically empowered and bolstered by their favorite brands. Today’s consumers have adopted widespread distrust of legacy institutions, driven by a progressive mindset and a higher need for self-sufficiency. In response, brands need to position their products and services alongside purpose-driven initiatives that simultaneously elevate customers and accomplish global good. Download the report here: psfk.com/report/cx-playbook

1. Engaging The Conscious
Customer At Every
Brand Touchpoint
OVERVIEW PRESENTATION

2. ENGAGING THE CONSCIOUS CUSTOMER
AT EVERY BRAND TOUCHPOINT
P L A Y
B O O K
2 0 2 0
C X
Access the full report at: psfk.com/report/cx-playbook
Become A Member To Get The Full Report!
The CX Playbook presents a new vision for the customer-brand
journey, one where customers’ lives and goals are authentically
empowered and bolstered by their favorite brands. Today’s
consumers have adopted widespread distrust of legacy
institutions, driven by a progressive mindset and a higher need for
self-sufficiency. In response, brands need to position their products
and services alongside purpose-driven initiatives that
simultaneously elevate customers and accomplish global good.
The 40+ page playbook includes:
• Key insights on the needs, desires and expectations of modern
consumers
• 3 steps for engaging customers at every touchpoint
• 9 trends-based initiatives supported by 36 exemplary case
studies
• Supporting data from PSFK’s 2018 Customer Experience Survey
• Industry implications for all consumer-facing industries
P L A Y
B O O K
C X
ENGAGING THE CONSCIOUS
BRAND TOUCHPOINT
CUSTOMER AT EVERY

3. About This Report
The CX Playbook by PSFK lays the foundation
for any brand looking to effectively build
purpose-driven campaigns, products and
brand experiences that will sustain consumer
interest and gain long-term loyalty.
The CX Playbook also includes insights
collected from the PSFK 2018 Customer
Experience Survey, conducted in April 2018, in
which over 500 retail, brand and agency
professionals offered their perspectives on the
future of customer and brand relationships.
Version 1.0 | Published May 2018
Piers Fawkes
Founder & President
Access all Reports and Debriefs as a
PSFK Member:
psfk.com/membership

4. Feel A Sense Of Ownership
Seek Brands That Act In Their Best Interests
Expect Both Inclusion and Personalization
Need Platforms That Help Them Create Change
Want Products That Make A Mark Without Leaving One
Meet The Conscious Consumer
They…

5. From
Competitive
Spirit
To
Collaborative
Spirit
From
Competitive
Spirit
To
Collaborative
Spirit
Key Drivers For Customer Experience Innovation
From
Competitive
Spirit
To
Collaborative
Spirit
From
Shareholder
Values
To
Shared
Values
From
Optimal
Profitability
To
Sustainable
Profitability
From
Competitive
Spirit
To
Collaborative
Spirit

6. Cultivate An
Ecosystem
To Create
Added Value
Build Trust
With A Human
Approach
3 Steps To Show Up As A Purpose-Led Brand
Step 1
Empower
Audiences To
Do More
Step 2 Step 3

7. 9 Strategies For A Purpose-Led
Customer Experience
BuildTrustWithAHuman
Approach
01
Align The
Mission
02
Ensure End-To-
End Transparency
03
Offer Digital
Agency
CultivateAnEcosystemTo
CreateAddedValue
04
Become A Lifestyle
Partner
05
Extend Product
Value
06
Let Consumers Lead
R&D
EmpowerAudiencesTo
DoMore
07
Amplify
Voices
08
Be The Bridge To
Community
09
Provide Network
Impact

8. ENGAGING THE CONSCIOUS CUSTOMER
AT EVERY BRAND TOUCHPOINT
P L A Y
B O O K
2 0 2 0
C X
Access the full report at: psfk.com/report/cx-playbook
Become A Member To Get The Full Report!
The CX Playbook presents a new vision for the customer-brand
journey, one where customers’ lives and goals are authentically
empowered and bolstered by their favorite brands. Today’s
consumers have adopted widespread distrust of legacy
institutions, driven by a progressive mindset and a higher need for
self-sufficiency. In response, brands need to position their products
and services alongside purpose-driven initiatives that
simultaneously elevate customers and accomplish global good.
The 40+ page playbook includes:
• Key insights on the needs, desires and expectations of modern
consumers
• 3 steps for engaging customers at every touchpoint
• 9 trends-based initiatives supported by 36 exemplary case
studies
• Supporting data from PSFK’s 2018 Customer Experience Survey
• Industry implications for all consumer-facing industries
P L A Y
B O O K
C X
ENGAGING THE CONSCIOUS
BRAND TOUCHPOINT
CUSTOMER AT EVERY

9. Bespoke
Services
Since 2007, our NYC based team
has helped brands leverage
emerging trends through a mix
of consulting services.
PSFK LABS
• Research & Strategy
• Concepting & Consumer
Journeys
• Workshops & Trend Tours
PSFK STUDIOS
• Branded Content
• Newsletters
• Partner Events
Bespoke Services
PSFK
STUDIO
S
PSFK LABS
Membership
Membership
PSFK provides a cultural
intelligence service for
brands and agencies:
• on demand research
• extensive report library
• daily feed of insights
• weekly vertical
newsletters
• immersive events
About PSFK
PSFK 42 Bond Street, 6th Floor, New York, New York 10012 | +1 646 520 4672 | psfk.com | @psfk
Piers Fawkes
Consulting Services
piers.fawkes@psfk.com
Jeff Weiner
Membership Success
jeff.weiner@psfk.com

10. Engaging The Conscious
Customer At Every
Brand Touchpoint
OVERVIEW PRESENTATION