CX sea ofsameness When companies talk about CX, they typically mean things like traditional sales and marketing touch points like attentive store clerks, simple and beautiful apps and websites or AIchatbots. 85% When executed well, CX investments have yielded good Today, more than four out results: more customers, sales and loyalty. Its importance is not going away, but its value proposition is stalling of five brands report because many of the fundamentals of CX are now languishing growth from commonplace and have become a given for customers. As a result, it’s now harder to differentiate through their investments in CX, customer touch points alone than it has been indecades. and 85% of elite brands’ CX scores remainstagnant.* * Forrester’s 2019 CX index, June2019