Why the digital user experience is synonymous with brand

Utilities companies offer a great case study for the growing importance of user experience. Whichever supplier you use, the stuff in the pipes is the same: it’s the service wrapped around the gas/electricity/water that you ultimately pay for.
As competition blossoms in the sector, companies understand that, for some customers, user experience is as much a differentiator as price.
In 2016, British Gas ended its 14-year relationship with media agency Carat and appointed MediaCom, which repor