When customers have a good experience with a company, they are more likely to repurchase from the company, try its new offerings, and recommend it to others. While many companies try to improve their customer experience (CX) by making superficial changes, we have found that the only path to lasting differentiation and increased loyalty is to build a customer-centric culture. We have studied hundreds of companies to uncover the difference between CX leaders and their less successful peers, and has identified four CX competencies that companies must master if they wish to build and sustain CX differentiation. This blueprint to building a customer-centric organization is an update to our groundbreaking research that was originally published in 2010, updated in 2013, and now again in 2017.