CUSTOMER EXPERIENCE
“ Today, it’ s loosely defined by an amalgamation of behaviour insights, online discussions and AI-generated narratives.” Historically, he says, businesses would rely on more direct customer feedback – such as quarterly surveys and, occasionally, focus groups. But as customers discover brands through avenues such as AI search, this approach can be extremely limiting.“ Take LLMs for example,” Chris says.“ Customers are forming opinions through models like ChatGPT and Claude. Whilst brands can’ t directly listen to customers via LLMs, they can look into the types of questions customers are asking and see where the gaps are for their business.
“ With this approach, brands can expand their listening from self-reported opinions to observing their customers’ behavioural insights.” Chris suggests that marketers should be looking at how customers are interacting with a brand’ s social media or navigating its website, and identifying the behavioural data they can use to analyse and engage with customers more proactively.“ Brands should be moving at the same pace as their customers and developing targeted programmes that evaluate every interaction,” he advises.
88 October 2026