When it comes to digital engagement, it's hardly thought leadership to declare that your customers expect consistent, relevant experiences no matter where they choose to interact with you. By now, the concept is universal. Yet, many companies still struggle to close the customer expectation gap, especially in B2B.

Getting the customer experience (CX) right benefits more than just the customer. Organizations that successfully create connected experiences are often rewarded with higher conversion rates, better customer retention, and greater brand loyalty and advocacy. After all, two-thirds of customer loyalty is driven by customer experience, more so than even brand and price combined. Companies that struggle to meet customer expectations risk brand erosion and lost revenues that can prove difficult to recover.
With such clear benefits and consequences, why aren't more companies getting it right? It's certainly not for lack of desire or even lack of investment. Simply put: It's just not that easy.