Pioneering a new path forward in customer experience

How to create a winning customer experience strategy

For years, customer experience (CX) was narrowly focused on traditional elements of customer service, such as customer satisfaction scores (CSAT), reviews and interactions with frontline staff. While those elements are still important, the definition of CX has broadened to encompass every touchpoint and interaction within the customer journey — both pre- and post-purchase — and includes empowering employees to deliver memorable brand experiences.

What was once the responsibility of an individual department (i.e., the call center, marketing or sales) has now transformed into an enterprise-wide initiative in which every employee contributes to its success.

With 79 percent of organizations prioritizing CX in the coming year, the race is on for chief digital officers (CDOs), chief marketing officers (CMOs) and CX leaders to exceed customer expectations, leverage artificial intelligence (AI) effectively and drive competitive advantage.

If you're in this position, odds are you're facing significant challenges and headwinds, from rapidly evolving customer expectations to AI uncertainty and economic conditions to organizational silos, talent shortages and technology sprawl. One or all of these factors may be at play while you're trying to justify spending and push the CX forward, which can slow progress and give your competitors an opportunity to pull ahead.

To be an effective CX leader, it's vitally important to focus your resources in the right places. In this report, you'll learn the top five CX priorities for the coming year, step-by-step guidance for achieving them, how to justify investments and ways to measure your success.

Christopher Douglas

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