Why it matters

Customer experience is a vital frontier for marketers as they seek to achieve brand differentiation in ways that can build long-term relationships. That objective is especially important in mature categories where products are often similar.


  • For marketers in big-ticket categories, marketers have a powerful opportunity to educate and inform consumers in valuable ways using digital technology.
  • Smaller brands, which often lack the marketing budgets and scale to compete with larger rivals, can utilize online experiences to stand out.
  • Easing the tensions in the purchase process is an effective way to encourage repeat future custom among shoppers.

Hyundai, the automaker, believes that enhancing the customer experience can help it speed ahead of the pack in a crowded, competitive sector.