As mentioned by this author, we foresee that, within 2020, customer experience is going to overtake the quality and price of the product as the key factor of differentiation for most businesses. Interesting fact also presented here; a Gartner study relates that, so far in 2016, 89% of businesses plan to outstrip their competitors mainly through the customer experience’s quality.

Source: http://customerthink.com/3-tips-for-designing-a-superior-customer-care-experience