The WARC Podcast Tackling the customer experience gap
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Nov 11, 2025 Join Rica Facundo, Managing Editor of WARC Asia Pacific and CX strategy expert, as she dives into the critical customer experience gap. Rica reveals that a staggering $3.7 trillion is at stake, with over half of customers ditching brands after a single bad experience. She emphasizes the need for marketers to treat CX as key to brand building, breaking down silos with shared metrics. Discover why emotion should remain in customer interactions, and how innovative approaches can transform brand journeys, particularly in today’s AI-driven landscape.
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CX Drives Most Brand Equity
- Over half of customers will abandon a beloved brand after one bad experience, creating a $3.7 trillion risk to companies.
- Customer experience now drives most of brand equity beyond paid advertising and must be treated as brand building.
Silos Undermine Real Brand Experience
- Silos mean brand marketers rarely control key CX elements, leaving brand experience fragmented.
- This PowerPoint-brand phenomenon prioritizes polished presentations over real customer experience alignment.
Share KPIs And Measure Advocacy
- Create shared KPIs between marketing and CX and link CX success to brand health, not just satisfaction scores.
- Measure referral and advocacy ripple effects to show tangible marketing–CX impact.