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Spotlight on Customer Experience 2026

Gino De Vooght, Kantar Lead Customer Experience Domain 
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Brands win by turning their promise into experience

Customer experience is no longer just about reducing churn or improving operational performance. As Kantar evidence and thinking have consistently shown. Delivering meaningfully different experiences is one of the most powerful levers for brand growth (Kantar BrandZ Most Valuable Global Brands Study 2026). Experiences shape perceptions, drive preference, and ultimately influence market share. In fact, experiences with brands can contribute up to 75% of brand predisposition, far outweighing the impact of paid media and brands that improve on customer experience are also significantly more likely to grow their market share.

The 2026 edition of Spotlight on Customer Experience reinforces this fundamental truth: brands that do very well in CX are those that succeed in translating a clear, distinctive promise into tangible experiences.

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