It’s no longer enough to provide customers an adequate product or service. Competition is high, and people now consider their entire journey with a company — from the point of consideration to the point of purchase — when deciding who they want to do business with. Recent research shows that interactions with frontline employees have a strong impact on brand perception, so much so that 64% of customers have avoided brands after having a bad experience. Yet despite the fact that customer expectations are higher than ever, the overall quality of the customer experience companies are delivering has remained stagnant.