Companies are investing record amounts to enhance their customer experience, striving to stand out in a crowded marketplace. In fact, customer experience is expected to overtake price and product as the number one brand differentiator over the next five years. Almost nine out of ten organizations say they expect to be competing primarily on the basis of how they interact with customers.
As customer experience rises in importance, organizations have to understand the value the experience brings to the customer and to the organization. For many organizations, investments in improving the customer experience doesn’t generate enough value or provide an acceptable return on investment (ROI).
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