Customer experience horizons

Customer experience (CX) is a leading driver of brand loyalty and organizational performance. According to NTT’s State of CX 2023 report, 92% of CEOs believe improvements in CX directly impact their bottom line, with the key benefits being business growth, improved productivity, and customer brand advocacy (see Figure 1). 1 They also recognize that the quality of their employee experience (EX) is critical to success.

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