Businesses exist for one reason: to solve market and customer problems. If you work in a business, you have customers and clients regardless of whether it’s b2b, b2c, or b2g. A great customer experience (CX) is critical to building brands, driving retention, and scaling revenue. When a business has excellent customer service and CX, its customers will pay a premium price. Think about the difference between the experience of going to Walmart and going to Nordstrom. Both are large, multinational retailers, yet the two shopping experiences could not be more different. Customer service is ingrained in the Nordstrom brand—people who shop there do so because Nordstrom is committed to providing superior experience and service. No one shops at Walmart for these reasons; people shop at Walmart because of price….