The focus on experience may be at its highest point because recent global events and fast-moving technological advances have changed the way we do almost everything, from how and what we buy to where and how we work and how we find and use information.

Today, it’s very important to give your customers and brand a great experience. Research shows that those who do it right see their growth and profits multiply, and customer experience (CX) may be the only sustainable competitive advantage.

But this doesn’t mean putting a shiny, branded layer on top of processes and systems that are focused on the company. Instead, it means a big, bold reset that affects the whole organization.

In spite of this, many customer and brand experience myths still exist. We are here to clear things up.