Keys to an improved customer experience

Christopher Hosford

Outlines key mistakes that brands make when it comes to customer experience and notes what needs to be done to ensure a more seamless experience.

Customer experience (CX) technology is catching on fast with marketers and brand managers. Solutions range from tap-to-pay, geolocation marketing, and near-field communications to still-nascent technologies like image recognition, virtual showrooms, and voice-command speakers driven by artificial intelligence.

It would seem reasonable, then, that the growth of CX solutions is also being embraced by a burgeoning new generation of digitally savvy shoppers. Not exactly.

According to a report by the IBM Institute for Business Value, based on two surveys of 600 executives and 6, 618 consumers, a major disconnect exists between the kinds of customer experience technologies marketers deploy and the...

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