This sentiment is echoed throughout the management consulting community, where Bain & Company says, "companies are competing for customers based on the quality of the experience." Such differentiation applies across industries, from high-touch retailers to industrial manufacturers with multi-year sales cycles. While the definition of "high quality experience" varies among disparate marketplaces, the shift towards the CX imperative spans industries. To address this, modern organizations are bringing into focus three strategies that can help them deliver differentiating experiences to their customers: customer-obsessed culture, processes that span the customer journey, and unified customer data.