CX doesn't rank highly in surveys that ask customers what drives their satisfaction with companies. This finding is somewhat misleading, however, because:

a. customers who are unhappy with companies are more likely to respond to surveys.
b. many of the survey items that rank higher than CX essentially amount to excellent CX.
c. customers who experience bad CX are more likely to spread word-of-mouth than customers who experience great CX.
d. the sample sizes of the surveys are not large enough to be statistically significant.

b