Most brands will tell you that they want to deliver “world-class” customer experiences. However, according to Forbes only 8% of customers receive the experience they expect. Why, despite best intentions, are most firms struggling to deliver the experiences their customers expect? — There are many reasons for this gap and the two key reasons in our opinion are that: 1) Brands don’t deliver the experience they promise in their marketing, and 2) In most firms no one owns the customer experience.