Marketing Analytics Can Improve the Customer Experience Almost every organization today is putting customer experience (CX) at the core of its strategy, aiming to provide products and services that meet customers at every touch point. In a crowded, multichannel marketplace, companies realize that a great customer experience � consistently delivering what customers want, when they want it � can be a powerful differentiator. But many companies fail to deliver, according to research by Harvard Business Review Analytic Services (HBR-AS). Although half of surveyed business leaders say CX is a top-two differentiator for their business, just half of them said they perform well in it. Although half of surveyed business leaders say CX is a top-two differentiator for their business, just half of them said they perform well in it. 1 The problem isn�t access to data; most businesses said they collect mountains of information on their customers. The real obstacle to better customer experience, the ...