More Influence, More Headcount As the positive returns on CX investment become more widely known, it feeds a virtuous cycle. CX investments yield positive business outcomes Budget leads to CX’s Profile in the increased headcount wider business and better tools elevates CX leaders secure more budget All major innovations have an inflection point at which they go from fringe to mainstream. CX appears to be approaching this point. As CX-focused organizations continue through the virtuous cycle, the differences between brands that have prioritized CX and those that have dismissed it will become more obvious and more of a determinant of who’s a winner and who’s losing out. © 2019 Forrester Research, Inc.