This Harvard Business Review Analytic Services report examines why most organizations struggle to deliver industry-leading customer experiences despite recognizing CX as a strategic priority. It identifies a persistent gap between CX ambition and execution, driven by organizational silos, unclear ownership, weak governance and poor enterprise-wide metrics. The report emphasizes that effective CX transformation requires clear leadership, cross-functional collaboration and alignment between employee experience and customer outcomes. It highlights that internal operating models, culture and capabilities are as critical as external touchpoints. The document concludes that CX must be treated as an enterprise capability—owned, measured and continuously improved—to drive loyalty, brand equity and

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