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 improved productivity, and customer brand advocacy. They also recognize that the quality of their employee experience (EX) is critical to success. The real potential for transforming business, according to 95% of CEOs, is bringing customer and employee experience improvements together into one end-to-end strategy. This, they anticipate, will deliver revenue growth, business agility, and resilience.