"When we talk about customer experience, what always blows my mind is the nuance," he said. In the next five to 10 years, many businesses will face an "existential crisis," he said, as they try to keep up. And as the crisis unfolds, "it's going to come down to nuance." Colony's remarks were echoed in various forms throughout the day, as speakers agreed that there is no area of customer experience that is too small or insignificant to improve upon, if it is revealed through research to be important enough to warrant attention. Yet it is incumbent on companies to figure out where to put their focus and how to set their priorities, rather than following a preset playbook. "Perception - customers' perceptions of their interactions with your company - is at the core of customer experience," David Truog, a vice president and research director at Forrester, told attendees. "And the reason that matters...is that a customer's perceptions are typically not the same as the company's perceptions." Get the full story at Destination CRM