Digital technologies are transforming the way consumers live their lives and interact with brands, putting them in the driver’s seat with the ability to control their experiences more than ever before. Brands have responded by focusing on customer experience (CX) as their ultimate differentiator in the global marketplace. In fact, Gartner predicts that 89 percent of companies will compete mostly on the basis of customer experience by 2016 – an astonishing jump from 36 percent back in 2010.
 
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