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Over the last few years, we’ve witnessed consumers being more and more vocal about their love or disdain for brands, supporting or boycotting brands that don’t fit their needs or values. We know a brand’s image is of increasing importance; whether it engenders trust—and how it behaves towards its employees, its community and the planet—are all growing in significance in our buying decisions.
So, when we saw the results of this year’s X Index Report on customer experience, it should have come as no surprise that the growing trend of a more conscious consumer also rings true when we consider the experience we have with brands.