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In a world where product differentiators are minimal, customer experience is becoming the decisive factor. 73% of respondents listed customer experience as important, yet companies are still not leveraging this opportunity enough. PwC: CX stands for efficiency, convenience, easy payments, friendly service, and personalization. Predictive analytics can help with each of these goals through targeted ads, discounts, and friendly recommendations of products customers are most likely to want, with the help of a recommendation engine. It is possible by comparing customers’ past actions with those of similar customers.