The customer does not care about ancillary revenue or operational processes. Regardless of what works for your business, if your day-to-day interactions with the customer do not place the customer at the forefront of your business culture, you risk losing their trust and business. And with the rise of OTAs, social media and rising weight placed on reviews and word of mouth, losing one customer can quickly become 100. When customers expect more and more from every interaction and benchmark your strategy against their best experiences across any industry, where do CX leaders begin to take control by connecting the whole customer journey?