Customer experience (CX) and employee experience (EX) are now two of the driving forces of business. Independently, each function leads to valuable relationships — with customers and employees — but when CX and EX are managed together, they create a unique, sustainable competitive advantage. Companies should consider integrating the two disciplines and installing a Chief Experience Officer to lead the combined effort across the entire organization. CX has become the new marketing. It influences brand perceptions and impacts business performance just as strongly as traditional marketing such as media advertising and price promotions once did. A good customer experience makes a person five times more likely to recommend a company and more likely to purchase in the future. Forrester reports that 76% of executives say improving CX is a high or critical priority and many companies have established a C-level position to oversee it. But the customer is only one half of the experience equation. Read more at Harvard Business Review.