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The journey to CX personalization: Building on a foundation of intelligent automation

Andrew Kokes, Senior Vice President, Global Head of Marketing

Article originally published on Forbes

In today’s digital world, a personalized customer experience (CX) is key for successful business strategy and technological advancements are used to best accomplish CX goals. As marketers dive into best practices for the investment of CX resources, a methodical approach is important for integrating artificial intelligence, automation, and analytics. However, technologies such as intelligent automation (IA) and robotic automation processes (RPA) take time to reach full implementation. Businesses must understand the need for agility to structure and contextualize data to accelerate adoption of these technologies.

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