Customer experience used to be something tuned at the edges. Better call center scripts, nicer portals, lower prices or a new survey could make incremental improvements in consumers’ perceptions of a brand. Today, it starts much earlier because every interaction across the channels customers use every day matters. Text, voice and messaging are no longer just “pipes” for getting a message from point A to point B. They’re now the primary mechanism through which trust is built or eroded in seconds.