When business leaders think about customer experience, price isn’t the first thing that comes to mind.
But price is a key aspect of a customer’s experience with a brand and shapes how a customer is going to approach an interaction.
When Wendy’s shared a plan to deploy dynamic pricing last year, customers were outraged. The incident showed the impact of price on experience, said Jon Picoult, founder and principal of Watermark Consulting.
“Price and how prices are set plays an influential role in shaping customer impressions,” he told CX Dive at the time.
More recently, tariffs have thrown prices into the spotlight. As prices rise and become consumers’ No. 1 concern, leaders have had to grapple with falling loyalty and consider alternative avenues to differentiate, encourage trust and give customers confidence in their purchases.
Here are five stories on how price impacts customer experience:
