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You think you operate a retail store or site, a restaurant, a hotel, or a cruise ship, but that is dinosaur thinking. In today’s world you are a customer experience company that just so happens to also sell clothes, serve food, turn down beds or set sail on the high seas. If you don’t provide an amazing, engaging experience for your customers, and your competition does, you might not be doing any of those other things for much longer, either. This a new era for customer-facing businesses, as technology ushers in the customer-centric model of today and tomorrow, and the mission of the Interactive Customer Experience (ICX) Association is to connect the brands, suppliers, agencies and more who are working to create transcendent customer experiences so we can all work together create a better CX ecosystem for us all — and for all of our customers.