22 Customer Experience Quotes from some of the Top Brands in Canada

9 min readMar 1, 2019

Let’s play a game. How many brands do you think I experience in a typical day? Shall we find out?

It’s 6:55 AM and I’m awoken by the sounds of Lovely Day, by Bill Withers. A smile inevitably crosses my face as the tempo rises, that is, until I hear my girlfriend yell, “OK Google, STOP!” She obviously is not a morning person. Still half asleep, I wander into the kitchen to put on a pot of coffee and pour myself a bowl of cereal. As the aroma of the coffee diffuses throughout the house, it peaks the interest of my other half, who joins me for a cup. She mentions that the hardware store is having a sale on the bathroom tiles we liked and maybe “we” should pick some up after work. I tell her I’d be happy to as long as she promises to be ready by 7 PM for the show tonight. She agrees; I’m skeptical.

After a long day of reviewing and editing content, making travel arrangements for a conference, and too much time with the accountant, I eventually make my way home. That is, only after a series of text messages caused my trip to the hardware store to also include the pharmacy, grocers, and courier. No matter, for when I pull in I get a little excited to see my girlfriends car in the drive and think she may, in fact, be ready. So you can imagine my disappointment when I saw her on the couch looking particularly comfy in a pair of sweats, a glass of wine in hand. I ask her about the tickets, putting a box of new bathroom tiles in front of her. She responds by handing me a beer and a book on bathroom renovations. Confused, and likely looking it, she then said, “The show is next week, but I picked up some grout, and we can get started on the bathroom tiles tonight ” Oh, a day in the life…

So, how many did you count? There’s at least 15, but it probably wasn’t easy. However, if I were to put the words ”Kellogg’s,” “Samsung,” “Toyota,” “Home Depot,” and “Visa” in that story, it may become a bit more evident how often we experience brands, at least, the successful ones. That is because the successful ones lend themselves to our lives, adding value while not drawing attention to itself. This, in essence, is what the customer experience (CX) is all about, and is something that the most reputable brands in the country have perfected. And why shouldn’t they? After all, according to Gartner, CX is the new marketing battlefront, and in two years’ time, 81% of companies expect to be competing mostly or completely on the basis of CX.

This made me curious, so I decided to dive deep and compiled a list of 22 inspiring customer experience quotes and statements from 28 of the top brands in Canada by “sector” as reported by Leger. Enjoy!

“It’s a world of multiple screens, smart displays, with tons of low-cost computing, with big sensors built into devices. At Google, we ask how to bring together something seamless and beautiful and intuitive across all these screens.”

Sundar Pichai, CEO, Google

“The customer changes every day, so we need to remain keenly interested in the customer and evolve to remain relevant.”

Mike Motz, President, Shoppers Drug Mart

“Our customers are at the heart of our company and our growth strategy. Understanding our customer better means we can create a more consistent experience and offer products, services and promotions that meet the specific and every day needs of our customers and create an incredible competitive advantage.”

Stephen Wetmore, President and CEO, Canadian Tire Corporation

“If you see the name Sony on any product, content, or service, it symbolizes our promise to move you emotionally. Our products are designed to have a personal and individualized place in all of your lives.”

Kaz Hirai, President and CEO, Sony

“This project (Bear Naked) was born out of a consumer need like most good innovation should be. The consumer need that we identified was what we call a ‘desire for taste exploration.”

Chris Tutor, VP of Strategy, Kellogg

“Most people try to solve for what their internal problems are, or a pre-determined view of what they think the experience should be. We want to listen to our customers first, they tell us how they’d like to shop with us, and how they’d like to see us presented to them, and make those changes appropriately.”

Matt Carey, EVP CIO, The Home Depot

“The way our customers operate their businesses and live their lives in today’s interactive digital world requires a shift to a hyper-personalized experience. Customers expect us to know them as individuals and provide them with access to more information and visibility. In turn, we have to empower them to take control. This focus has translated into a shift for FedEx in terms of how we approach our business and communicate to our customers. “

Laurie Tucker, SVP of Corporate Marketing, FedEx

“Our Vision at Visa, to be the best way to pay and be paid for everyone, everywhere, prioritizes consumer behaviour and drives every product innovation.”

Derek Colfer, Head of Technology & Digital Innovation, Visa Canada

“We knew it was time to reimagine the core bookstore experience. As people and consumers, we are evolving. There are some people who will long for the old-fashioned dusty bookstore, but most people don’t. In the 21st century, people are “phygital” — that is, they do some things digital and some things physical.”

Heather Reisman, CEO & Chief Book Lover, Indigo Books

“It is our strategic plan to improve every consumer touchpoint, beginning with the look and feel of the restaurant. Our new Fresh Forward design brings to life what we have always had — healthy, fresh vegetables. We are integrating new technology to make us more accessible to the consumer and leveraging all of this into a new image.”

Suzanne Greco, CEO, Subway

“Through these channels, we can provide more details about the characters, unveil behind-the-scenes footage, create interactive discussions with our fans and, ultimately, engage with them to drive our collective imagination further down the road on its never-ending journey. Customer loyalty can only be achieved through sustained, entertaining, and engaging interactions with our fans.”

Patrick Corneau, VP of Sales and Marketing, Cirque du Soleil

“I have learned, based on my experience, that everything is dominated by the market. So whenever we are struck by any obstacles or difficulties, I always say to myself: ‘Listen to the market, listen to the voice of the customer.’ That’s the fundamental essence of marketing. Always, we have to come back to the market, back to the customer. That is the Toyota way. So, whenever we’re stuck, we always go back to the basics. Because branding, image, or Lovemarks are determined by the customers, not us. We really cannot determine anything. The customer does that. That is the essence.”

Yoshio Ishizaka, Former President and Current Advisor, Toyota Motor Corporation

“I often remind my team to keep our consumer purpose at the center of everything that we do. To me, our purpose centers on caring for people around the world by anticipating their needs, creating solutions and experiences that help them and those they care for live healthy, vibrant lives.”

Josh Ghaim, Ph.D, CTO, Johnson & Johnson

“It is through digital transformation, coupled with our WestJetters’ caring touch, that we will be able to provide the ultimate guest-centric service.”

Gregg Saretsky, President and CEO, WestJet

“…while the world is focusing on new and shiny disruptive technologies, we sometimes forget about the customer experience. If we start with the healthcare consumer in mind, the gaps in their experience, how it can be improved, and what the key problem statements are, only then will we be able to see how and which technologies are here to enable a transformation.”

Eugene Borukhovich, Global Head of Digital Health Incubation and Innovation, Bayer

“Engaging and marketing to our customers in new ways is key to building shopper loyalty and encouraging repeat visits, and it is the foundation of our retail brand strategy.”

Pat Lizotte, Director of Marketing Strategies, Petro-Canada

“In a culture where usage is the primary goal, the primary focus is on ensuring customers are unblocked and the product is constantly being simplified to make it easier and easier to use. This focus is so central to the work we do that it takes priority over adding new features.”

Brad Anderson, Corporate VP Enterprise Mobility & Security, Microsoft

“There’s no one-size-fits-all audience.”

Magen Hanrahan, VP of Media and Marketing Services, Kraft Heinz Company

“This new model will be powered by data, analytics and audience insights, providing creative solutions as we continue to connect with new generations of consumers.”

Yin Rani, VP of Integrated Marketing, Campbell Soup Company

“I must say that if you’ve got good customer insight it’s an excellent starting point. However, I think it is a mixture of getting customer insight, understanding where you currently stand with certain metrics, and what you need to do to build on these metrics. All these put together contribute to building a customer culture within any business.”

Carol Sheppard, Customer Experience Research Manager, Molson Coors

“The client experience is everything, end-to-end, from the point that you first establish interest and awareness and are sharing initial thoughts, to the long-term, sustained relationship where you are coming back and back because you want more and more services from the person offering it.”

Diana O’Brien, Global CMO, Deloitte

“All that insight (data and analytics) allows us to understand the final clients of our clients a little better,”

Jérémiah Bousquet, Digital Transformation Leader, Airbus

It is our hope that these quotes/statements from some of the brightest minds, behind some of the most prolific brands, will inspire you in your journey to create the most memorable customer experiences.

Do you have any inspiring CX quotes? We’d love to hear it.




One of Canada’s fastest-growing technology companies, helping brands accelerate their #DigitalTransformation.