Today the customer experience is seen as the only source of sustainable competitive advantage as the effectiveness of traditional marketing continues to diminish in the face of new technologies, changing customer behavior, and rising customer expectations. But how effective are companies at leveraging this competitive advantage? Well, according to a new report ‘The Consumer Conversation’ from Econsultancy and IBM, many companies are quite pleased with themselves with 70% of companies stating that they deliver a good customer experience. But many brands might be prematurely celebrating the success of their customer experience initiatives. The report found that consumers that switched services in the last year did so for reasons companies should be able to prevent. Of the consumers that had a significant issue with their provider only 28% of them felt that the company dealt with the issue effectively. Furthermore, nearly one third of consumers that switched providers in the past 12 months cited experience related factors for their switch.