While CX has been key in 2020, some are falling behind: study - Weirdware

A global Forrester study commissioned by LogMeIn has pointed to a widening gap between the leaders and laggards in customer experience (CX). CX has matured this year, according to LogMeIn, but at the same time the drive for digital transformation is now means some are making bigger moves towards data-based intelligence, including AI. The Forrester study, Short-Term Wins and Continuous Optimisation: The Roadmap To Customer Engagement Success, surveyed 463 global CX decision makers and found that the customer engagement maturity gap is widening as more channels emerge. Organisations must look to establish a foothold with artificial intelligence (AI) to accelerate their CX maturity, it suggests. Ryan Lester, senior director of customer experience technologies at LogMeIn, said that in a changing landscape of customer expectations and preferences, companies must be agile when it comes to their customer engagement strategy.