If you’ve been paying attention to the customer experience (CX) industry over the last several years, you’ve probably noticed a seismic shift in the way brands are prioritizing their CX measurement initiatives. And if you’ve been paying attention to the marketplace, that really shouldn’t come as much of a surprise. That’s because today’s customers are more tech-savvy—they’re researching brands online, interacting across new touchpoints, and sharing their experiences on social. Even more importantly, those customers have more brands to choose from than ever before. That confluence of increased competition and a more public consumer voice has led brands to invest more resources in making sure every customer experience is as good as it can be.