There increasingly seems to be a consensus: Delivering a positive CX is critical to the future of virtually every organization. But why is it so important, and how do today’s leading practitioners even define it?

The possibility that a customer will have an experience so bad that they don't come back is quite real. A May 2020 Dimensional Research study sponsored by [24]7ai revealed that 29% of internet users worldwide had a recent customer support experience (admittedly, just an element of CX but a critical one) so bad that they decided never to do business with the company again.

The importance of delivering positive customer experiences is underscored by May 2020 research from Qualtrics’ XM Institute: 94% of US consumers ages 18 and older said they are very likely to purchase more from a company providing very good CX and recommend it to others, and 89% would trust a company they believed...