Born in the USA, Embraced Globally: The Rise of Celebrity Brands
Celebrity brands have exploded in popularity in recent years, transcending geographical boundaries. This report explores the common strategies employed by successful celebrity brands, and gives a preview of their future and evolution.
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The World’s Most Iconic Experiential Luxury: How Leading Brands are Shaping the Future of Hospitality
Hospitality is the venue that can allow luxury brands to create immersive experiences beyond their core products, aligning perfectly with customers’ desires.
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VoC Program Design
Is Your VoC Strategy Stuck in the Past?​ Revamp Your Program to Drive Better Customer and Employee Experiences​.
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Are Luxury Department Stores Delivering the Experience Edge?
Luxury Department stores are at a crossroads. These iconic institutions are deploying various initiatives to reinvent themselves. But are these initiatives enough?
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The Art of Elevating Luxury Moments
The Art of Elevating Luxury Moments is a standardized training program comprising 5 short yet impactful modules developed from our extensive experience in CX.
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Store Concept Assessment: Your Brand’s Key to Retail Excellence
When developing a new store concept, it’s crucial for luxury brands to assess the impact before rolling it out on a larger scale.
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We are CXG.

CXG is a global Customer Experience Consulting and Services firm, that specializes exclusively in serving premium and luxury brands.

We help our clients transform their experiences to achieve meaningful impact. We partner with premium and luxury brands to provide valuable insights and support them in taking actionable steps towards creating seamless customer experiences that deliver more value.

We are your one-stop CX transformation partner

It might sound too good to be true, but we really are! Unlike anyone in the market, we have four CX-focused practices: Customer Insights, CX Measurement, Academy, and Consulting and Transformation. Together, our CX experts are able to provide your brand with a comprehensive customer experience framework from start to finish. Learn more about our practices below.

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Consulting and Transformation

Customer Experience (CX) and Employee Experience (EX), Strategies, Journey Design and more

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Customer Insights

Focus Groups, Market Trends, Customer Purchase Journey, Brand Assessment, Pricing Strategy and more

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CX Measurement

Voice of the Customer (VoC), Voice of the Team (VoT), NPS Surveys, Benchmarking, Omnichannel Journeys and more

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Academy

Training, Coaching, Omnichannel Expertise, Driving Mindset, Behavioural and Management Changes, CX Signatures and more

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Let us partner for success.

Contact us and see how we can help your experience transformation goals.

Get in Touch

CX is an ecosystem. For CX to work everything must work together

Explore all the elements for a complete successful CX transformation.

Experience transformation is holistic. Your off-stage strategies, processes, values and insights must flow through into meaningful, multi-channel experiences that delight your customers.

Click on the diagram to find out more

People & Partnerships

Focus on relationships, experiences, and human connections.

Experience transformation is about being relevant and impactful in the hearts and minds of your customers. It is about delivering effortless and satisfying experiences, consistently, through motivated and engaged teams, supported by tailored coaching and training.

Focus on relationships, not transactions. Experiences, not products. Build organizational structures that facilitate cross-functional collaboration and knowledge sharing, while leveraging the power of tech to enable better, informed and more human connections.

Vision & Strategy

Don’t just think about your customers, you need to think like your customers.

In order to develop an effective CX transformation plan, it is essential to have a clear vision of the ideal CX future state that employees can commit to and engage with.

A strong CX vision provides context and direction, while also inspiring and exciting both customers and colleagues. It guides how the CX plan is brought to life on-stage and off-stage, helping you to prioritise and align investments, develop tactics and define a strategy to achieve it.

Data & Technology

Your ability to transform experiences is defined by the quality of the data on your customers and employees

Data provides more knowledge about behavior, experience, and business performance. Combined with customer feedback and sentiment, this information is the foundation for improvement.

It’s essential to create a technical infrastructure that supports cross-functional operations and journey-focused CX management. Omnichannel and single touchpoint technology solutions are a key focus, whether they are engaging buyers online through e-commerce platforms, fostering seamless in-person customer encounters in store, or integrating online and offline brand experiences.

Brand & Culture

Employee experience and organizational culture drive customer experience.

Transforming customer experience therefore means transforming employee experience as well. Does the current culture support or damage the delivery of your brand experience?

Think about how you want your customers to feel, and create an internal culture around the same values. What are the key messages you want your employees to communicate about your brand? And how can you create an environment that supports them in delivering those messages?

Organisation & Operations

Customer experience is a competence, not a function.

In transforming experiences, the aim is to engage ever more seamlessly with your customers. Your organization and operations need to be designed in a way that facilitates a smooth, consistent and joined-up-omnichannel experience.

Think about what is having the greatest impact on your customer experience today. What needs to be done to simplify and change it? New off-stage processes and procedures should be created to drive collaboration and work across functional groups to deliver impactful client experiences.

Leadership & Governance

Leading customer experience and employee experience is a C-suite activity.

It’s vital to consider what customer-centric mindset is needed to impact your on-stage customer experiences, and what needs to be done ‘off-stage’ to orchestrate the transformation.

Getting this right means truly understanding your customers’ needs; having a clear vision of your CX vision and communicating it clearly and convincingly; bringing your CX strategies to life; and monitoring – and learning from – your performance. Sustainable transformation also needs a clear governance system for regular review, alignment and decision making.

The Omnichannel Promise

Have you harmonised your customer-centric retail brand experience? Are all your touchpoints aligned?

Customers are more connected than ever before, interacting with brands across multiple channels every day. Whether shopping online from a desktop or mobile device, by telephone, or in a traditional store, they want to interact though the channel that’s convenient to them at that moment.

It’s the customer, not the channel, who should be at the centre of the experience. How seamless is their experience as they go from one channel to another? How are you removing the friction as they move between different touchpoints?

Transforming Experiences

Understanding, evaluating and anticipating the needs of your customers must be your priority.

Transforming experiences requires rigour and alignment across your entire organisation. For customer experience to work, it all has to work.

Helping everyone in your organisation to understand and acknowledge this allows you to drive a customer-centric strategy; an impactful leadership experience; an engaged and motivated employee experience; and a powerfully sustainable, impactful and profitable customer experience.

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More than 18 years of experience in premium and luxury

Having worked with over 200 premium and luxury brands in the past 18 years, we pride ourselves on being real experts of affluent customers behavior and insights. We partner with proactive and dynamic brands across our core sectors: fashion, cosmetics, watches, and jewelry. We also have a growing presence in the automotive, hospitality and lifestyle sectors.

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Cosmetics

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Watches

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Fashion

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Jewellery

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Talk to a CX Expert

Learn more about CXG and how we partner with premium and luxury brands across the globe to transform customer experiences together.

Come and visit us. We would love to have a drink with you.

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Join one of our communities

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Join us as an evaluator

Effective research enables brands to understand their customers’ expectations, purchasing behaviors, and brand perceptions.
Our evaluators – or ‘undercover customers’ – enable us to gain these valuable insights, observing, interacting, and reporting on store data to enable us to identify potential gaps and develop strategies to bridge them.

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Join us as a learning consultant

Great customer experience starts with great employee experience. We partner with brands to design and deliver training, coaching and mentoring to managers and frontline teams, equipping them with the tools and competencies to deliver exceptional experiences, ensuring what happens on the shopfloor aligns with their overall CX strategy.

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Join us as a CX consultant

Our clients are constantly evolving. Improving and changing their organizations in response to their customers’ changing needs. Our consultants work closely with clients to understand their needs and design tailor-made approaches and methodologies to address their unique challenges, maximize impact and drive change.

Some brands we work with

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Louis Vuitton

I have worked with CXG in the past, and I’m thrilled to be working with them at Louis Vuitton to take our client experience to the next level. Not only do they understand our challenges from one market to another, but more importantly, CXG provides insightful data on areas of improvement that are actionable. The collaboration throughout the project was seamless, almost as though they were an extended part of the team at global and EMEA level.

Angela Nguyen Thanh, Retail Performance, Louis Vuitton EMEA

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Cartier – MEA

So far, the team at CXG has implemented the customer experience evaluation program in a smooth way. The team has always been available, answering all our requests and constantly providing updates on the program during alignment calls. Looking forward to a successful phase two, with great insights and improvements at the end of the program.

Pierre Junior Tchanque, Client Service Project Manager, Cartier Middle East

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Berluti

Despite our complexity, CXG had a perfect knowledge of our brand’s DNA. They were able to understand deeply how important customer experience has been always important for us since the beginning of the Maison. They have demonstrated continuous collaboration and partnership. Their inputs have been impactful and pushed us to go even further in this period of extensive transformation that is happening in retail today.

Stephan Borczuch, International Retail Training Director, Berluti

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L’Oreal (

We worked with the Customer Insights team on a project that required insights into a specific consumer demographic. The team exhibited exceptional responsiveness and a clear understanding of our issues from the outset. The presentation delivered to our teams proved to be a success, with excellent feedback. The Customer Insights team also provided concrete and easily actionable strategies. Well done!

Marina Sawada, Innovation Director, L’Oreal Japan

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Bally

The reports are very well done and give us a very clear understanding of where we are and what we need to do next.

Laura Broughton, Head of Global Training, Bally

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COS

We have been involved in the process to create a new strategy that works for where we are in our brand journey. There is a genuine interest in a collaborative process and constant improvement from the CXG side.

Paula Bricks, COS

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IWC

Our partnership with CXG has helped us take our client experience to the next level. They’ve helped us identify opportunities in the way we engage our guests and clients, including how we could better cater to Gen Z: Simple design, great content and clear takeaways. This is exactly what we needed!

Head of Retail Excellence, IWC

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L’oreal

L’Oréal’s partnership with CXG has enabled us to conduct experience measurement, focus group and market benchmarking research effectively and efficiently over the last five years. Thanks to CXG, we have worked hand-in-hand to conduct over 37,000 surveys and research studies. These have resulted in world-class findings to help our brands to constantly improve their customer experience systems and skillsets.

Patrick Liew

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Let us partner for success.

Contact us and see how we can help your experience transformation goals.

Get in Touch

Latest Insights

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Reports

Born in the USA, Embraced Globally: The Rise of Celebrity Brands

Celebrity brands have exploded in popularity in recent years, transcending geographical boundaries. The idea that celebrities, whether movie stars,…

Read More
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Reports

The World’s Most Iconic Experiential Luxury: How Leading Brands are Shaping the Future of Hospitality

Luxury as a part of daily life was a novelty for most, and luxury itself was far from democratized…

Read More
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Thoughts and Perspectives

Service Recovery: How To Turn Upset Customers Into Loyal Ambassadors

In the world of customer service, we often encounter an intriguing concept known as the service recovery paradox. When…

Read More
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Snapshot Insights

Less Is More: Quiet Luxury Has Not Lost Its Luster

  Brunello Cucinelli’s recent 9M 2023 results flew in the face of the general trend in luxury earnings season…

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Thoughts and Perspectives

Why Customer Experience Is Your Beacon in Business Downturns

Most retailers experienced slower growth in 2023 compared to 2022. This is the case for luxury brands as well…

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Thoughts and Perspectives

Looking Ahead to 2024 Trends 

As we look back and say goodbye to a certainly exciting and oftentimes challenging 2023 in luxury, we see…

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