Customer experience has overtaken both price and product as a key brand differentiator.1 Good customer service has become table stakes: consumers now expect positive, consistent experiences across all brand channels. Consumers increasingly expect brands to take a proactive approach to the customer experience, from delivering tailored shopping and content recommendations to delighting them with unexpected offers via their preferred channel. In fact, 80% of customers say they are more loyal to brands that demonstrate a strong understanding of them and what they’re looking for, while 60% report frustration with brands’ inability to meet their needs.