Customer experience has become a key focus for companies in every industry. Business leaders understand that there’s long-term value in being customer-obsessed—and significant risk in failing to be. Our research has consistently found that organizations that lead in delivering superior customer and employee experiences also outperform on both growth and profitability. For instance, our evaluation of more than 125 companies found that a sizable majority (90%) of companies with strong capabilities in gathering and acting on customer experience (CX) and employee experience (EX) insights reported higher profitability and revenue growth than their industry peers. The push to become customer-centric is even more important as companies rethink their value propositions and business models in the wake of the COVID-19 pandemic.
