Thomas Barta: Customer experience is a marketer’s biggest leadership challenge

Looking for buzzword bingo ideas? Just listen to virtually any CEO speech on customer experience (CEX). Although there has never been more CEX talk, the reality for customers often seems to be the exact opposite of what is said.
An airline says it flies “the friendly skies” but violently drags a paying passenger off one of its planes. Many hotels claim to put the customer first but happily talk guests into inflated currency conversion charges: “Do you want to pay in y