Customer experience has become a top priority for businesses in the past decade. Unfortunately, there is a significant gap in understanding what it is, how to measure it, and why it is important for companies to pay attention to it. As technology continues to advance, new platforms will continue to transform the way customers experience a service and engage with companies. As customers continue to search for solutions to their needs, companies who create barriers and pain points for them are going to become vulnerable to their competition. Competitors may not be present yet, but they will eventually arrive.