If customer experience is only being recognised as a differentiator now you guys are at least 10 years out of date. Arguably what's more important is the deep connection you have with customers to understand their experience and create a feedback loop that focuses on what matters to them. Service design and UX research has replaced some of this thinking successfully in hundreds of the biggest brands in tech. Delivery of these messages is also a differentiator, suggest thinking about gathering feedback on how these are presented/received.