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
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%.
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