Today, modern digital channels such as email, social media and messaging services serve as the main bridge between brands and their customers. While these channels have dramatically enhanced the capabilities of support teams, they fall short of facilitating a seamless journey that actually fosters loyalty. To build a connected customer experience, organisations need to integrate enterprise applications (CRM, CDP), pull data from different systems, build a unified user profile and unlock the next level of customer understanding.

By creating a single source of truth, businesses can work towards empowering their human agents with the right information to drive customer satisfaction. Organisations can further build upon this capability by creating AI-powered automated workflows that can increase productivity and efficiency.

Let’s take a look at how organisations can build a modern digital CX by taking a holistic view of the customer and the digital ecosystem.