South Africa, June 26 -- Globally, executives have woken up to the fact that we now find ourselves in an evolved marketplace where customer experience (CX) has emerged as the key driver of sustainable business growth. In fact, a study commissioned by Accenture Interactive, Expectations Vs Experience: The Good, The Bad, The Opportunity, indicates that a mere one-point increase in experience scores can translate into millions of dollars of annual revenue (the "good").

The "bad" is that the customers' expectations are not driven by their average experience, but by their best one. Simply delivering good enough experiences, is therefore simply not good enough anymore. Therein however lies an "opportunity," which, as indicated by the same pape...