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From measuring to embedding: five lessons in customer experience management 

Valérie Busquin, Business Markers Partner
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Customer experience has matured from an emerging discipline into a decisive source of competitive advantage. The challenge is no longer whether you measure CX — it is whether you truly act on it. 
And the pressure will only grow: customer expectations continue to rise, and competitors are quick to close the gap. Embedding CX is not just a path to differentiation; it is the key to long-term resilience. Because in the end, your brand is not what you say it is. It is what customers experience, every day. 

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