If the pandemic has taught us anything, it’s that the long-outdated “customer is king” and “the customer is always right” sentiments are back—and with a vengeance.

As a consumer, I’ve come to appreciate the nearly instant delivery, free returns and highly personalized products and services available at my fingertips. As a CEO specializing in experience management, I’ve seen how investing in CX has made a difference for our clients—and how treating it as a nice-to-have can be disastrous.