Consumer expectations for exceptional customer experiences are evolving dramatically every day. In the employee benefits arena, delivering on those expectations can help providers and brokers distinguish themselves with employers and their employees. Pinpointing the best places to accentuate their experience within a benefit program is key.

Customer experience defined – and reimagined

Rooted in decades of evolving marketing techniques, continuous improvement initiatives and consumer research, the concept of customer experience (CX) – your customers' ongoing interactions and overall perception of your business or brand – is nothing new. Yet it continues to be redefined as consumers grow more digital, increasingly mobile and ever-demanding in ensuring their diverse needs are met.

Regardless of the industry, providing excellent CX is now a must-have for long-term success, as more organizations are declaring their commitment to CX by hiring leaders to drive it. And 81% of businesses indicate they compete primarily on customer experience. Plus, 67% of leaders believe their business will no longer be competitive without embracing digital transformation. The question becomes, how to stay ahead of the expectations of employers and their workforce?