We help premium and luxury brands transform experiences for meaningful impact.
Bring your brand promises to life
With a network of 170+ customer experience experts across 70 countries, we help brands evaluate the experiences they deliver, and work with them to develop programs that support a strong experience and business culture.
200+ luxury clients
Specializing in luxury and premium brands, we are experts in affluent customer behavior and insights.
We close the gap between your brand promise and your brand delivery
Many brands operate without understanding what their customers experience, how their teams are delivering the experience, and what they really want their customers to feel. Let us help you discover where your CX stands now, versus where you aim to be. Together, we can implement and achieve measurable results.
We provide a full CX solution framework.
We offer an end-to-end CX transformation framework, through our four in-house practices: research, consulting and transformation, measurement, and our academy.
Research enables brands to understand their customers’ expectations, behaviors, and perceptions.Explore how we can help you
Measuring CX enables brands to understand what works and what can be improved.Explore how we can help you
We design and deliver training, coaching and mentoring to managers and frontline teams.Explore how we can help you
Consulting and transformation
We partner with our clients as they transform their businesses to deliver more value.Explore how we can help you
Bring your brand promises to life
Contact us and see how our CX experts can help
Founded in China in 2006, our story started with two entrepreneurs. Today, we’re very proud to be a global business: from Shanghai to Paris, we have 12 offices, we operate across four continents in 70 countries and are home to over 160 professionals from around the world.
Room 1403, 14th Floor, Fu Fai Commercial Centre, 27 Hillier Street, Sheung Wan, Hong Kong SARConnect Now
Room 8-C&D, No. 121 Yanping Road, Jingan District, Shanghai, People’s Republic of ChinaConnect Now
Room C06, 15F, No.159, Keelung Rd, Xinyi Dist. Taipei City, 11070, Taiwan RegionConnect Now
3rd Floor, Touwa Nihonbashi Koamicho Bldg, 17-18 Nihonbashi Koamicho, Chuo-ku, Tokyo, 103-0016, Japan.Connect Now
Years of experience in CX
Premium & Luxury brands
Our business is built on people – our own, our clients’ and their customers. Our team has decades of experience in the premium and luxury industry, helping brands to understand people, elevate customer experience, and build strong, long-lasting customer relationships.
The CXG Advisory Board is composed of five highly respected leaders in the luxury industry: Yseulys Costes, François Delage, Frédéric de Narp, François Léauté and Lina Ly. With their combined expertise and experience, our Advisory Board acts as an external voice, challenging ideas, supporting our strategy and opening doors through their influence and networks.
CEO at Numberly (1000mercis Group)
Yseulys is the CEO of Numberly (1000mercis), a marketing technology company that operates in over 40 countries. In 2019, Costes was named as one of 40 French Forbes Women who embody success and excellence. Today, she is also a member of the Kering Board of Directors, Groupe SEB, and the Strategic Council of the City of Paris.
Founder at Delage Private Office
François has more than 20 years’ experience in strategic leadership and brand development in the luxury industry. He has held executive positions at Louis Vuitton and De Beers. His strong branding, marketing, and omnichannel skills are bolstered by extensive financial and operational expertise.
Frederic de Narp
Co-Founder and CEO at LUXIMPACT
Frederic has three decades experience in the luxury sector as CEO of brands including Cartier, Harry Winston, and Bally. In 2020, he founded Luximpact to relaunch French historical luxury brands. Today, he leads the holding company in implementing its 360-degree sustainable and ethical strategy.
President at FLGA
François is an expert in customer experience and client satisfaction. He is a member of the advisory board of major brands including Barnes and Autobac. He worked with Publicis for 11 years and in 1997 founded DMS (Dynamic Mystery Shopping), a pioneer in customer experience measurement that was acquired by the BVA group in 2013.
Managing Director Asia Pacific at L’Occitane Group
Lina is a retail change management and digital transformation specialist with over 20 years’ experience in APAC, including 12 years in China. As a native Chinese French national, she has a unique insight into both the European and Asian markets. Lina is an expert in the premium and luxury beauty sector and has worked with iconic brands including Chanel, L’Oréal Luxury and L’Occitane.
CEO & Founder of Datae Humanum, Author.
Helen is a multiple award-winning CEO with over 20 years’ experience in global strategic business leadership and revenue growth acceleration. Ex-president of the French Marketing Association, and ex-member of the MIT Innovation Lab, Helen also created the Ipsos Global Science Organization. Today, she leads a data strategy advisory firm derived from a book she published.
We have come a long way since securing our first client in 2006. To understand the business we have become, it’s helpful to understand where we started – and what makes us into the business we are today.
Chapter 1: Open for business – 2005-2006
Our story begins in Shanghai, China, in 2005. While shopping in a high-end mall, Christophe Caïs saw a gap between what the luxury brands were aiming to deliver and what was actually happening in the stores. He saw an opportunity to help luxury brands deliver a better customer experience through a deeper understanding of their customers. Albatross was born, specializing in CX measurement. In 2006, Albatross won its first client – Benetton Sisley.
Chapter 2: Expansion in Asia – 2007-2010
After our first satisfied client, referrals and word of mouth grew. Albatross started winning contracts across China and APAC. We rapidly opened offices in Beijing and Guangzhou, followed by Hong Kong, Tokyo, Seoul, Taipei and Singapore.
Chapter 3: Supporting CX implementation – 2010
Our CX measurement solutions provided many practical, actionable insights to our clients, but we noticed they sometimes had trouble implementing them. In 2010, we launched Face2Face, a specialist CX training business to help luxury brands deliver richer programs to enhance the CX competence of their retail managers and staff.
Chapter 4: Global expansion – 2010-2013
By the 2010s, we were expanding into Europe to be closer to our clients’ key decision makers and their brands internationally. We opened new group offices in Paris, followed by London, Moscow and New York. A large on-going project in the UAE brought us to Dubai, where we discovered a vibrant, business-friendly city, ideally located between the North American, European and APAC markets. We decided to make Dubai our headquarters, where support functions and the executive team are based.
Chapter 5: Deepening understanding – 2016
The closer we got to our clients, the more we realized that many do not fully understand their customers beyond the transactional interactions they have with their brands. We created Wisely Insights, a boutique consumer research agency, to help clients fully understand luxury and premium brand customers, highlighting potential gaps and providing practical guidance on how best to address them.
Chapter 6: Customer Experience Group is born – 2017
As our client relationships developed, we realized we needed to unify our solutions into a stronger, more united proposition – the Customer Experience Group. We wanted to be seen as a strategic partner that could guide clients on their journey and help them find new solutions to the problems they were facing.
Chapter 7: CXG – One name, one company, one brand – 2021
As the Covid-19 pandemic impacted the retail sector, we took the opportunity to strategically review our clients’ evolving needs, as well as our business and the way we operated. CXG was born. One name. One brand. One vision to become the preferred customer experience transformation partner for premium and luxury brands. Our journey continues.
In all we do, we are guided by four key brand principles. These drive our behaviors and enable us to achieve our purpose to transform customer experiences and create meaningful impact for our clients.
We believe the most impactful and memorable experiences are those that are most personal and human.
We believe the best route to long-term success is through close partnerships with our colleagues, our clients and our communities.
We believe customer experience is the driver of high impact brands and high-performing businesses.
We believe in the power of simplicity as the secret to sustainable, high quality performance.
Our Latest News
CXG and Trust-Place join forces to help Luxury Brands reinvent customer experience through Digital Ownership
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Full Case Study
Versace Case Study
How an Iconic Luxury Brand Transformed Retail Sales Through Customer Experience Introduction Creating memorable experiences that delight affluent clients and encapsulate the brand’s DNA…Read More
A Channel-centric tracking of Customer Experience may compromise Client Centricity
Measuring Customer Experience by Channel Negates Client Centricity Two-thirds of consumers say their omni-channel experience is inconsistent. How can luxury brands avoid the inconsistency trap?Read More
Drop Anonymity for a Powerful Benchmark
Drop anonymity for more powerful benchmarking Is removing anonymity in benchmarking the solution for more meaningful analysis and, ultimately, better customer experiences?Read More
Increasing Productivity and the Power of Coaching and Feedback Conversations
Increase productivity through better coaching and feedback All managers are coaches – but not all realise it and even fewer are good at it. What…Read More
Influencer Marketing: The Great KOL of China
Influencing the influencers: the Great KOL of China Influencer marketing dwarfs traditional advertising in China. How do you make sure your messages are heard above…Read More