Strategy
How the NFL uses customer journey technology
The National Football League (NFL) once faced user unsubscribes due to sending fans multiple nearly identical text messages. Now, the league has built a "fan engagement engine" based on Adobe's Real-Time Customer Data Platform, Journey Optimizer, and Customer Journey Analytics tools, integrating over 80 external systems across 32 teams to achieve intelligent orchestration and real-time delivery of messages at key moments such as schedule releases. This case reflects the industry trend of customer journey management evolving from static visualization to real-time orchestration and even predictive experiences.
Why CX budget planning is broken — and how to fix it for 2027
Forrester reports show that CX budgets are evenly distributed across technology, data, initiatives, and services, but leaders plan to increase technology spending by more than 5%, with smaller increases for personnel and services. Experts warn that this 'scattered spending' model masks inefficient investments and recommend outcome-oriented, cross-functional collaborative budget planning.
Understanding why surveillance pricing is a CX issue
Surveillance pricing adjusts prices dynamically based on personal data, which may raise fairness concerns and erode customer trust. The U.S. Federal Trade Commission (FTC) has paid attention to this practice, and multiple states have enacted legislative restrictions. Experts point out that differential pricing contradicts perceptions of fairness and poses a hidden risk to customer experience.
Kohl’s names first chief customer officer as it elevates CX
Kohl's announced on Tuesday the promotion of current Chief Digital Officer Arianne Parisi to Chief Customer Officer, a newly created position. Parisi will report to CEO Michael Bender and will be responsible for overseeing loyalty, personalization, marketing, and other omnichannel customer experience optimizations. Meanwhile, Chief Marketing Officer Christie Raymond will depart in September. The company is accelerating its turnaround strategy by integrating marketing and digital functions.
Why Target and Walmart are emphasizing fast, consistent experiences
The retail industry is making 'speed' and 'consistency' the core of experience optimization. Walmart emphasizes faster delivery and omnichannel operations, while Target focuses on inventory stability and consistent in-store experiences. Kearney experts point out that younger consumers view time as a precious resource, and stockouts erode trust. Meanwhile, retailers are investing in employees and AI tools to balance efficiency and friendly service, aiming to stand out in the competitive landscape.
CX Dive Trendline on Top 5 stories from CX Dive
Tiered loyalty programs are increasingly popular among businesses and consumers, but the key to success lies in balancing exclusivity with accessibility. Experts point out that poorly designed tiers can weaken consumer motivation, and reward mechanisms based on spending rather than loyalty may also backfire.
Lowe’s digital CX lifts online sales
Lowe’s second-quarter 2026 earnings call revealed that digital experience investments fueled a 15.7% increase in online sales, with CEO Marvin Ellison highlighting the impact of AI assistant Mylow on conversion rates. Despite flat comparable sales and a cautious consumer environment, the retailer sees strength in pro and home services segments.
At Target, consistency is the theme of the year
Target 在 2026 财年第二季度财报电话会议上强调，通过提升库存可靠性、推进门店改造和数字化体验升级，顾客满意度指标达到多年高点。“一致性”被确立为全年核心主题，公司正努力在超过 100 家门店改造的背景下维持高水准的顾客体验。
Home Depot leans into fast delivery as part of its interconnected experience
家得宝高管在2026年第二季度财报电话会议上透露，美国配送时效在过去18个月缩短约45%，超半数大宗现货商品可在两天内送达。同时，公司已将三小时送达的快递服务扩展至全美，并计划进一步压缩配送窗口。
Tapestry 以客户洞察驱动 Coach 门店体验，吸引 Gen Z 客群
Tapestry 首席执行官 Joanne Crevoiserat 在 2026 财年第四季度财报电话会议上透露，公司对客户洞察工具的投资正帮助旗下品牌与消费者产生共鸣，过去财年 Coach 和 Kate Spade 共新增 1100 万客户。Coach 的“表达性奢华”门店概念已全球推广，旨在通过体验式服务和产品定制吸引 Gen Z 消费者。该概念于 2025 年推出，曾暂停以收集反馈，现基于数据重新推进。Coach 计划到 2030 财年使该概念覆盖 80% 的门店客流。