Yes, this is an article about why you should invest in customer experience. But first, I want to make something very clear that makes most CX "gurus" uncomfortable: you can grow your business with an average customer experience. You could even grow it with bad customer experience (shout-out to airlines, whose profits are soaring lately, and who are responsible for 80% or more of my terrible-CX-induced rage). But just because you can grow your business without a deep focus on CX, doesn't mean that you should. Here's why: you probably don't have a monopoly in your market. And your customers probably have a choice. Let's try a little exercise.