Competitive product quality and price aren’t enough anymore. There’s no mistaking the fact that customer experience (CX) is a focus as a brand differentiator. According to a worldwide survey by Salesforce, 79 percent of consumers prioritize CX just as highly as products or services when doing business with a company. If that isn’t enough, according to 67 percent of respondents, their expectations are the highest they’ve ever been.
CX has emerged as a differentiator, largely thanks to e-commerce giants like Amazon that make it easy to browse and compare millions of product prices all in one place. Combined with globalization and the broadened reach of manufacturing and supply chains, the result is that high-quality products and decent pricing are no longer enough to get a brand noticed. Instead, the companies that rise to the top are the ones that deliver a superlative CX.