The article in The Wall Street Journal emphasizes the increasing importance of delivering an outstanding customer experience to differentiate a company from its competitors. The author, Irving Wladawsky-Berger, argues that superior customer experiences or competitive prices are key factors. The article highlights the role of digital channels as a cost-effective means for companies prioritizing customer experience. It discusses how Customer Relationship Management (CRM) systems, by proactively managing important customer relationships, can set businesses apart. A sophisticated CRM can track crucial customer data, anticipate and address issues, and ultimately free up personnel to provide individualized attention, turning companies into proactive business advisors for their clients.