This is the central finding of a global survey of over 550 senior executives conducted by MIT Technology Review to examine the pressures that shape their customer experience processes and the tools and strategies they employ to mitigate those challenges and continuously improve customer engagement. Read the report to get a detailed look at the strategies that differentiates an Iconic firm from other businesses, how strategies vary across regions based on maturity and customer expectations, future innovation management and technology adoption and what it takes to stay Iconic using talent and technology.