In this uber-connected world, customers are more in contact with the enterprises than the enterprises realize. In fact, enterprises are now more accessible to customers than ever before. This has led to the rise of the experience economy with an increased focus on Customer Experience (CX). For an enterprise to deliver a superior customer experience, it needs to extend its CX strategy from its vision boards to their employees, their partners, and the brand as a whole. Keeping this in mind, enterprises need to revisit their CX strategy and take a more holistic and innovative approach.

Most enterprises still view CX as only being limited to customer support and are, hence, lagging behind. The leaders in the CX space are making pointed investments across different facets of CX and are also measuring their impact frequently. What differentiates the leaders is the fact that they are defining a stakeholder-centric strategy and leveraging cutting edge technology to plug in digital solutions across different elements of customer experience and realizing the impact.

In this research, we have demystified customer experience and analyzed 73 startups in the CX space, primarily focusing on their innovation, growth story, and the impact they have created in the market. We have identified 11 start-ups across the customer journey value chain elements such as, customer profiling, awareness, engagement, conversion, retention, and support, that have the potential and capability to transform customer experience as we know it.

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