After the era of products, then the era of marketing, we have clearly fully entered the era of Customer Experience. It is essentially that that has differentiated brands and allowed them to be successful.
In an omni-channel world, the customer experience is varied, as are their expectations. To optimize the client experience therefore becomes not only a demanding issue, but a decisive one. In addition to optimization, the most radical change (if you want to meet expectations that change, not only constantly, but dramatically) is to be ahead of the name brands (Airbnb was not created to improve hotel service). For this reason, a multi-sectorial approach is always useful if you are looking to benchmark and identify best practices.