It’s official: customer experience (CX) has surpassed both price and product as a key brand differentiator for businesses. In fact, a 2021 survey of business professionals found that almost 46% rank customer experience as their top priority for the next five years, compared to 34% and 20% for product and price respectively. 

Investing in the customer experience—that is, the sum of experiences at every touchpoint of the customer journey—has a tangible impact on the bottom line. According to McKinsey, optimizing the customer journey leads to average revenue gains of 5 to 10% while reducing costs by 15 to 25%.