Customer experience (CX) is becoming one of the most important drivers of sustainable growth as retention, trust, and loyalty take priority over acquisition alone. In this video, Principal Analyst Kelsey Voss explores why CMOs are investing more heavily in CX—and how organizational alignment, AI, and journey consistency are shaping long-term customer relationships.

CMOs are expanding their mandate beyond acquisition to include customer experience (CX) as a structural growth lever. But silos, fragmented data, and rushed AI adoption threaten retention. Alignment now determines whether CX builds loyalty or fuels churn.