The reason customer experience has been getting so much attention recently is that empirical evidence amounts that being customer-centric has very real payoffs. According to a PwC report , customers are willing to pay a premium of up to 16 percent for a good customer experience. Furthermore, Watermark Consulting reports the companies they identify as the Top 10 Customer Experience Leaders in the U.S. outperform the S&P and have returns that are three times higher than those they identify as CX laggards.