There is an uncomfortable and usually unspoken tension in the age of digital marketing: when we talk about delivering a superior customer experience, it's defined by the marketer, relative to business outcomes, not by the consumer, relative to their preferences.
Put another way, improvements to customer experience (CX) are measured by business metrics, not by consumer happiness. Yes, theres a relationship between them, but at the end of the day, if conversions drop on the website, for example, that web experience will be revised.
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