South Africa, July 30 -- Customer satisfaction scores are rising across industries, yet market share continues to shift dramatically between competitors. Banking NPS scores have climbed steadily for five years, but challenger brands keep attracting customers at unprecedented rates. Retailers boast record satisfaction levels while watching revenue decline. This paradox suggests we're measuring the wrong thing. What if the relentless pursuit of satisfaction scores is actually blinding companies to what creates sustainable growth, and how can shifting focus to measure experience strategically drive growth?

For decades, marketers believed advertising built brands. But the reality is more nuanced. Surprisingly, experiences account for 75% of ...