Customer experience has become the single most important differentiator
Products and services are turning into commodities at an exponential rate. One of the few remaining differentiators today's businesses can use as a competitive weapon is the experience they (knowingly and unknowingly) offer to their customers.
The value customers attach to products and services is determined by the experience across the whole of the customer decision journey.
Whether you like it or not, all customer interactions engender an experience. Managing these experiences in a methodological and disciplined fashion has become imperative in today's business world. It is the single largest opportunity for creating and capturing value.