How can companies ensure that they are staying ahead of the competition in terms of customer experience, and what role does innovation play in continuously enhancing the customer journey?

Companies can stay ahead of the competition in terms of customer experience by continuously innovating and adapting to meet changing customer needs and preferences. Innovation plays a crucial role in enhancing the customer journey by allowing companies to introduce new technologies, products, and services that improve the overall customer experience. By investing in research and development, listening to customer feedback, and staying up-to-date with industry trends, companies can ensure they are providing a superior customer experience that sets them apart from competitors.