The growing role of data science and AI in enhancing the digital customer experience

Customer experience or CX focuses on the relationship between a brand and its customers. It includes every bit of interaction, brief or long, even if the conversation doesn't result in a purchase. Having said that, a few years ago, customer experience meant how attentive retailers were to address customers and their needs in a store. And if this was executed well, the results were: increase in sales, customer acquisition, and retention, thereby strengthening customers' trust in the brand. Today, how customers and brands interact with each other has evolved.