As per a Mckinsey report, “70% of buying experiences are based on how the customer feels they are being treated.” This means that customer experience matters more than ever before. CX consulting firm Walker also forecasts that by 2020 customer experience will take over price and product as the key brand differentiator. This is forcing enterprises to take CX more seriously. But despite all the talk, the ground reality suggests otherwise. A recent Forrester study claims that “the average customer experience (CX) is getting worse, not better”. The primary reason for this gap is that enterprises fail to engage their employees “more intimately with the CX process”.