Customer experience is the only true competitive advantage for businesses today. After all, it’s all about the customer! It’s the reason companies are in business. Customer experience leaders – those brands that excel at both employee experience and customer experience – are growing five times faster than the competition, and customers are, increasingly, choosing to do business with companies that provide an easier, more convenient, and more seamless experience.

Many of the expectations that customers have about experiences today – regardless of industry – stem from their experiences with Amazon. The disruption that Amazon has created in the retail space has bled into other industries and has become the frame of reference for customers’ experiences across verticals. This has become known as the Amazon Effect.