Ask people who the most important person in a company is and a large majority will tell you it’s the CEO.

But ask CEOs from the world’s leading companies and many will give you a different answer – it’s the customer, of course!

How customers think about your brand – or more accurately, how they feel about it – is now recognised as the greatest predictor of future business growth.

‘Customer experience’ or CX, as it has come to be known, is the biggest thing to emerge from the world of marketing in recent years.

Why is that?

It’s simple: A good CX strategy has been shown to improve customer satisfaction and retention, resulting in substantially higher profits.