The old saying "The customer is always right" has never been more true than right now. Globalization, innovation and the internet are providing today's customers with more options than ever before, which also means that they have more power than ever to vote with their wallet. What's more, customers—especially those in the millennial age group—are increasingly looking to purchase experiences rather than objects.
Research and intelligence firm Walker Information has released a report titled Customers 2020 predicting that by the year 2020, consumers' behavior will change to make customer experience, rather than price or product quality, the most important factor in buying decisions. With these structural changes in mind, many businesses have shifted from a cost-centric to a customer experience-centric mindset.