Great CX Calls for New Strategies and Stronger Collaboration

The pandemic has caused a shift in how businesses interact with their customers and digital sales are outpacing in-person. Brands that have taken an adaptive approach to customer experience (CX) have seen benefits in Forrester's US 2021 Customer Experience Index. To deliver the CX customers want, companies need to focus on data, technology, and collaboration.

Meeting customers' concerns about data privacy and being prepared for the cookie-less world on the horizon are two challenges marketers face. To build a better CX, unified data, advanced martech, and collaboration among enterprise leaders are required. AI-powered real-time active listening, customer identity resolution, contextual customer insights, and orchestration for seamless omnichannel experiences are elements that can drive customer outcomes and enhance the customer experience.

Successful brands will be able to monitor nontraditional engagement metrics, such as customer intent, in real-time and deliver more value to customers. This builds trust in the brand and is key to delivering the seamless, highly personalized, end-to-end digital experience that consumers want now.