A good majority of consumers, 74%, are either somewhat or very likely to buy from a brand or retailer based solely on experience and not price or product assortment.

That’s a prime finding of a Forbes Insight and Arm Treasure Data study that also revealed 83% of companies face moderate to sever revenue and market share risk due to poort customer experience.

The study reported 45% of CX leaders define CX as “the customer’s aggregate perception of your company based on all their interactions with your brand, product or service.”

According to the study one out of four CX leaders said not having the right people involved is a constraint that prevents them from deploying a streamlined CX approach.