Brands can leverage customer experience (CX) to differentiate themselves from competitors. Because it’s difficult to create a completely unique product in today’s overcrowded market, more and more businesses are turning to improving the customer experience they provide in order to stand out.

The CX industry has grown significantly in recent years: Over half of B2C companies have a dedicated CX team, and the US CX industry is expected to grow by 15 percent annually over the next decade. While traditional business models may have overlooked the importance of customer experience, it’s definitely not something you can ignore in the modern market.

CX optimization isn’t achieved at the drop of a hat. It requires getting inside your customers’ minds, understanding what they want, and adapting your practices to their needs. That being said, there is significant overlap between industries. Any analysis of CX trends is based on broad strokes, with the nitty-gritty details depending on the industry, location and target audience.