A step back for CX? Why companies are struggling to match rising expectations

The article explores the role of customer experience as a key growth differentiator and how some companies are struggling to keep up.

Plenty of conversation these days revolves around the importance of elevating the customer experience (CX), but it seems things are not really paying off for many companies. In fact, CX progress overall appears to have stalled, and is even getting worse, according to Forrester Research.

In "Predictions 2018: A Year of Reckoning," the firm paints a sobering assessment of companies' customer experience efforts: Even as CX quality declined or plateaued overall in 2017, this year shows no signs that companies are adjusting fast enough to accommodate increasing customer expectations. Forrester's bottom-line prediction is that almost one-third of companies...

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