We have seen this before. While a simplified picture of reality, the table below is representative of this cycle and the cycles that preceded it. The shift in focus from times of ‘easy money’ to those of ‘tight money’ will no doubt resonate with professionals in customer experience and marketing functions. Easy Money Tight Money What owners and Revenue Growth Profitability investors value Company mandates for “Grow at all costs!” “Pull back!” CX and marketing teams “Make everyone happy!” “Focus on cost cutting!” “Scores and revenues!” “Margins!”